John Lewis vies for your Christmas cash with new advert

Published by Mark King on 08 November 2013.
Last updated on 08 November 2013

John Lewis has released its latest tear-jerking Christmas advert, unveiling an animated film telling the festive story of a rabbit and a bear. The £7 million advert, with its trademark schmaltz, is clearly designed to entice us into stores.

The "John Lewis tear-jerker", as it has come to be known, began life in 2009 when the retailer launched a Christmas advert featuring children opening gifts intended for adults – to help show the adults watching how Christmas used to feel. With an accompanying folk-style cover version of Sweet Child O'Mine by Guns and Roses, the template was set.

We've since had whimsical versions of Billy Joel's Always a Woman To Me (2010), Elton John's Your Song (2011), and The Smith's Please, Please, Please Let Me Get What I Want (2012) – all set to sentimental imagery that invokes nostalgia or tugs the heart strings.

This year, it's the turn of pop singer Lily Allen, warbling a cover version of Keane's Somewhere Only We Know, as the rabbit helps a hibernating bear enjoy his first Christmas.

At the end, as the bear finally awakens to the sight of an illuminated Christmas tree, the strapline 'Give someone a Christmas they'll never forget', appears.

Craig Inglis, marketing director at John Lewis, says: "We wanted our advert to reflect the importance of finding the right gift for friends and loved ones, a theme which we have built on for a number of years. Through the use of hand-crafted animation, we're hoping to evoke nostalgia and build anticipation ahead of Christmas."

The ad can be viewed on and the John Lewis YouTube channel ( It will debut on TV screens from 9 November.

Do you enjoy John Lewis's Christmas adverts? Do they make you more or less likely to spend money at John Lewis? Share your comments below.

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