John Lewis: An amazing decade

John Lewis, a department store, created a series of Christmas ads in the UK from 2010 to 2019 to increase sales and make the brand a staple part of everyone's Christmas.

Campaign details

Brand: John Lewis & PartnersAdvertiser: John Lewis & PartnersEntrants: adam&eveDDB and ManningGottlieb OMDPrincipal author(s): Charlotte Wood, adam&eveDDBContributing author(s): Les Binet, Tom Roach, Saima Vohra, Martin Beverley, adam&eveDDB, Matthew Philip, Manning Gottlieb OMD, and Amy Warwick, Neustar


John Lewis ads are almost synonymous with UK Christmas advertising. This paper covers the creative and media principles and learnings drawn from the brand’s Christmas campaigns from 2010 to 2019. It estimates that, over that period of time, Christmas TV advertising, increasingly supported by other touchpoints, helped the group grow 4.4 times...

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