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After much hype and plenty of anticipation, the John Lewis Christmas advert has arrived and it certainly lives up to expectations.
The Gifting Hour follows a woman who attempts to secure a last minute gift for her sister. She embarks on a magical journey through her past memories in a search for inspiration.
It is a really brilliant effort and I love it - see the three reasons why here. But how does it compare to the previous John Lewis Christmas adverts? Let’s rank them to see which is best.
The rating system is from one to five Jingle Bells - and is based on my personal opinion on how Christmassy the advert is, how well the storyline works, the choice of song and more. Do you agree with my ranking, let me know by emailing me: [email protected].
5. 15 - A Tribute to Givers (2010)
A bit like The Feeling, this advert is edging closer to becoming the kind of Christmas advert that is appointment viewing - but is not there yet. It is a bit scattergun, unlike the focused storylines that would make future adverts so endearing. But it does feel festive - and not just because of snow. Rating: 2.5 Jingle Bells. | John Lewis/ YouTube Photo: John Lewis/ YouTube
6. 14 - Give a Little Love (2020)
A pandemic era advert that is uplifting and clever, but tends more towards the early years of John Lewis ads more than the stirring, heart-string tugging efforts that the company is known for. The choice to mix different animation styles in with live action clips as love is spread is a canny one - but it is not the most memorable and it isn’t one I would have watched if I wasn’t reviewing them all. Rating: 2.6 Jingle Bells. | John Lewis/ YouTube Photo: John Lewis/ YouTube
7. 13 - Buster the Boxer (2016)
Controversially, I was underwhelmed by Buster the Boxer when it was first released in 2016. But it did follow two super iconic and super strong efforts - and it is more fun than profound/ life-affirming. Yet on rewatch it is charming and will probably make you smile, it is just not in the hallowed halls of John Lewis’ all time greats. Rating: 3 Jingle Bells. | John Lewis/ YouTube Photo: John Lewis/ YouTube
8. 12 - Moz the Monster (2017)
Featuring a charming message about tolerance, Moz the Monster is bound to be plenty of people’s favourite John Lewis advert. Personally, I don’t think it can compete with the top tier ones - and it suffers from stretching on a bit too long. But it is certainly not the worst one. Rating 3.5 Jingle Bells. | John Lewis/ YouTube Photo: John Lewis/ YouTube