John Lewis Christmas advert

The John Lewis Christmas advert is a television advertising campaign released by British department store chain John Lewis in the build-up to Christmas. John Lewis launched their first Christmas advert in 2007. It has since become something of an annual tradition in British popular culture, and one of the signals that the countdown to Christmas has begun in the UK. The adverts tend to attract widespread media coverage and acclaim upon their release.

The songs used in the advertising campaigns are generally covers of existing songs by popular artists. They have often reached high positions on the UK Singles Chart, and the original versions often receive a sales boost.Ellie Goulding, Gabrielle Aplin, Lily Allen, Aurora, Tom Odell and Vaults are among the artists whose music has appeared in a John Lewis Christmas advert.

London-based agency Adam & Eve/DDB have produced their adverts since 2009. The adverts have led to some fierce competition, most notably from Sainsbury's, Marks & Spencer and Boots.

Christmas 2007 saw the first John Lewis television advertisement in three years, with a six million pound campaign, their biggest seasonal ad spend up to that point. The commercial did not feature the hallmarks of later campaigns such as an emotional denouement or slowed-down cover version, instead using Prokofiev's Morning Serenade from Romeo and Juliet. It features presents and products being carefully assembled positioned to eventually create a shadow image of a woman and a dog in the snow, in the style of artists Tim Noble and Sue Webster.

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