The annual John Lewis advert has become a Christmas tradition almost as familiar as the turkey, Christmas tree and presents over the last 15 years.
The upmarket retailer has successfully colonised shoppers' hearts with their fine tuned mix of upbeat stories of human kindness set to acoustic versions of pop standards and this year is no exception. The heartstring-tugger for 2022 is about children in care. And yes it's set to a cover of Blink 182's All the Small Things by US artist Mike Geier.
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The modern John Lewis ad kicked off in 2007 with Shadows, costing £6m , their biggest seasonal ad spend up to that point. The commercial features presents and products being carefully assembled to create a shadow image of a woman and a dog in the snow alongside classical music
Clues from 2008 is a montage of people of all ages and their ideal gifts with the tagline "If you know the person, you'll find the present". This was the first to feature the now-traditional cover version, with From me to you by The Beatles recorded employees of John Lewis.
The Feeling featured a cover of the Guns and Roses' Sweet Child O Mine and features children opening gifts usually given to adults such as a coffee machine and a laptop. With the tagline "Remember how Christmas used to feel", the final scene shows a girl unwrapping a camera and becoming a woman.
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A tribute to givers from 2010 featured an Ellie Goulding cover of the Elton John's Your Song as people prepared gifts for their loved ones. Most notably, two parents attempt to secretly carry a rocking horse up some stairs whilst their children watch television. The advert concludes with a boy taking a stocking of presents outside to his pet dog in the snow, and hanging it on the kennel.
2011's The long wait featured a Smiths cover and showed a little boy impatiently counting down the days to Christmas. On Christmas Eve, he wolfs down his dinner and goes to bed early in preparation for the next day. When he awakes on Christmas morning, the little boy jumps out of bed, runs straight past a large pile of presents at the bottom of his bed and heads for the wardrobe. He then wanders into his parents bedroom, waking them to give them the gift he wrapped himself and had been waiting to give them.
The journey in 2012 showed a snowman crossing fields, a river, and a mountain to obtain a perfect Christmas gift for Mrs. Snowman. The advert was very quickly followed up by a children's picture book which was hastily written and published immediately after the advert's first screening. The song was the first song from the John Lewis Christmas adverts to be a UK Singles Chart number one.
In 2013 they went animated with The bear and the hare, telling the story of a bear hibernating before Christmas, before being persuaded to wake up by its friends the hare to see Christmas in all its splendour. The song was a cover of Keane's Somewhere only we know by Lily Allen.
2014 was Monty the penguin, the heart warming advert tells the tale of an unlikely friendship between a little boy Sam and his penguin friend Monty.
The man on the moon from 2015 is well remembered. A young girl tries to contact an old man spotted living alone on the Moon. Her attempts to catch the man's attention fail until she sends him a special delivery of a telescope, via hot-air balloon, and the man finally gets to see Earth on Christmas night.
Buster the boxer is another classic. The advert follows the story of a young girl, several wild animals and a boxer named Buster. On Christmas eve, the young girl's father builds a trampoline the garden, only for two foxes and a badger to begin jumping on the trampoline, later joined by two squirrels and hedgehog. As the animals play, Buster watches from the living room. On Christmas Day, the girl runs down the stairs and into the garden to find the trampoline, only for Buster to leap onto it and do some jumping himself.
Moz the monster - Tells the story of a boy who is afraid of the dark, and a monster named Moz who lives under his bed. Scared of the dark, the boy looks under his bed one night to find that Moz is resting there. Although the child is at first scared, then irritated by the monster's antics, the two very quickly become friends, although the boy quickly begins to become tired in the day due to playing with Moz at night. That Christmas, the child finds a gift under the tree that his family don't seem to recognise. Opening it, he finds a nightlight. When the nightlight is on, he can't see his new friend any more, but once he turns it off, he realises that Moz is still there after all.
The boy and the piano begins with Elton John playing the opening notes of " Your Song ", he then reminisces about his life and career in reverse, eventually culminating with Christmas Day in the 1950s when he received a piano for Christmas from his mother.
Excitable edgar features Edgar, a young dragon, is so excited about Christmas that he cannot control the flames from his mouth. He even burns the village Christmas tree, dampening everyone's Christmas spirit. But when his best friend Ava gives him a thoughtful gift just right for an excitable dragon, he realises how much she cares for him.
2020's Give a little love shows a young boy give some love in a snow-heart to a snowman, who passed the happiness onto a snowman-couple with a missing tyre, by taking its middle body out, transforming it into a heart-balloon. A little love is slowly spread from person to person throughout the video. "A little love" refers to the small things each person does in the video.
And last year's An unexpected gues t shows a boy called Nathan noticing an object fall from the sky whilst on a bus. He gets off his bus and runs into the forest to spot a spaceship and an alien called Skye. He runs away before eventually showing her his light up Christmas jumper. He then goes on to show many staples of Christmas; Christmas trees, mince pies, light up displays. Later on, he notices an electromagnetic pulse and runs back to the forest, where he sees Skye about to leave. He gives her his jumper and she kisses him. The advert features a cover of Together in Electric Dreams.
