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John Lewis Christmas ads: how they evolved from 2007 to 2013

See the evolution of this annual institution, from the retailer's first TV ad in 2007 with 'Shadows' to 2013's 'The Bear and the Hare'

2007: 'Shadows' (starts at 00:06)

Now that it's become such an institution, it's hard to believe that John Lewis's first Christmas commercial was broadcast just six years ago. Right from the get-go, they were looking to distinguish themselves from other retailers and Michael Gracey's clever, elegant-looking film seemed to promise a more refined retailing experience.

Agency: Lowe London

Director: Michael Gracey

2008: 'From Me To You' (starts at 01:11)

The following year, John Lewis introduced the gentle cover versions that have become a central dimension of the campaign. In an echo of the Christmas number ones generated by The X Factor, John Lewis has consistently catapulted an unlikely cover version into the higher echelons of the Top 40. Maybe this year they'll go toe to toe

See full article on The Guardian - TV News