The John Lewis Christmas advert is a true modern British festive institution.
From Monty the Penguin to Buster the Boxer and the Man on the Moon, we will all have a personal favourite. But with more than a decade’s worth of adverts to choose from - going back all the way to 2007 - it might be hard to remember which are the best as the years go by.
As we eagerly await the 18th John Lewis Christmas advert - I have looked back through the trends to see if I can find any clues for when the 2024 edition could drop. I have also decided to take on the mammoth task of ranking all of the past ads: from worst to best. Also take a look at the great Waitrose ad here.
The rating system is from one to five Jingle Bells - and is based on my personal opinion on how Christmassy the advert is, how well the storyline works, the choice of song and more. Do you agree with my ranking, let me know by emailing me: [email protected].
13. 6 - The Beginner (2022)
Let me start by saying, I think this advert is great. It is a beautiful way to change up the formula and it carries such an important message. I do have a minor gripe, I don’t get why they didn’t use the original All the Small Things - the cover doesn’t work and since it is largely about a foster dad learning to skate, the original would have fit better. But overall, it is very good. Rating: 4.2 Jingle Bells. | YouTube/ John Lewis Photo: YouTube/ John Lewis
14. 5 - The Boy and the Piano (2018)
The most star-studded of all the John Lewis adverts - courtesy of featuring Sir Elton John himself. It channels nostalgia - charting the pop star’s career backwards through time - to explore the impact a really good Christmas present can have. It is inventively edited and overall really well done - and the moment when young Elton plays the piano for the first time always gives me chills. Rating: 4.25 Jingle Bells. | YouTube/ John Lewis Photo: YouTube/ John Lewis
15. 4 - The Journey (2012)
The cover choice - The Power of Love - is absolutely top tier in this one and the epic journey of the snowman to buy a gift for his wife is extremely charming. I had forgotten how good this advert is - channelling the nostalgic vibes of The Snowman into something heartwarming. Rating: 4.5 Jingle Bells | YouTube/ John Lewis Photo: YouTube/ John Lewis
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16. 3 - The Man on the Moon (2015)
Following up Monty the Penguin would always be a tough ask, but the Man on the Moon is a really strong effort. It is such a fun concept, the idea of ‘the man on the moon’ being literally just a man. It has one of the top five cover songs - and like all the best Christmas stories it has just a hint of the bittersweet, but it is perhaps a tad long. Rating: 4.75 Jingle Bells. | YouTube/ John Lewis Photo: YouTube/ John Lewis