The gift that keeps on giving: John Lewis Christmas advertising, 2012 - 2015

This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

The gift that keeps on giving: John Lewis Christmas advertising, 2012 - 2015

Principal author: Les Binet, adam&eveDDB
Contributing authors: Kate Fanning, John Lewis; David Golding, adam&eveDDB; Ric Roberts, Manning Gottlieb OMD
Browse all the winners of the IPA Effectiveness Awards 2016


This is the story of Britain's best-loved Christmas advertising. Since 2012, John Lewis has created some of the most famous and creatively awarded ads in the world. By immersing the British public in them, on TV, online and in-store, John Lewis has become Britain's most talked about retailer, and British mums' favourite brand. The ads...

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