Every John Lewis campaign we have reviewed, scored on the same five criteria.
Nineteen films, three agencies and one department store that turned a November television break into a national event. Every John Lewis Christmas advert from 2007 to 2025, ranked, with agency, director and music for each.
An £89m first-half loss, £246m into the brands, and a pan-partnership loyalty scheme in build. The John Lewis Partnership is betting its recovery on the second half, which means Christmas.
88/100Dougal Wilson's 2011 film for John Lewis held one twist back until the final seconds, and turned the UK festive schedule into an annual creative arms race.