Following the release of John’s Lewis’s 2016 Christmas ad this morning, we are looking back on the past six years of the British retailer’s Christmas ads.
We asked video adtech company Unruly how many shares the British retailer got for each of its Christmas ads dating back to 2010 — each created by agency Adam&EveDDB.
The company tracks social “actions” across Facebook and Twitter — not views.
On those platforms, any interaction that gets published to your news feed — as well as a shared YouTube link — counts as an “action” and towards the overall share count, including likes and comments.
Here’s how they rank:
6. “A Tribute to Givers” (2010): 20,000 shares
Strapline: “For those who care about showing they care.”
Story: This ad chronicled the silly tribulations everyone goes through when trying to wrap up presents and hide the surprise from loved ones.
Soundtrack: Cover of Elton John’s “Your Song” by Ellie Goulding.
5. “The Journey” (2012): 45,000 shares
Strapline: “Give a little more love this Christmas.”
Story: The heartwarming tale of a snowman who really goes the distance to buy his snow-wife the perfect pair of red gloves.
Soundtrack: Cover of Frankie Goes to Hollywood’s “The Power of Love” by Gabrielle Aplin.
4. “The Long Wait” (2011): 520,000 shares
Strapline: “For gifts you can’t wait to give.”
Story: A boy impatiently waits, and waits, and waits some more for Christmas until it finally arrives and it’s revealed that — he’s not a spoiled brat — he was excited about gifting a present to his parents.
Soundtrack: Cover of The Smiths song “Please, Please, Please, Let Me Get What I Want” sung by Slow Moving Millie.
3. “Monty the Penguin” (2014): 1 million shares
Strapline: “Give someone the Christmas they’ve been wishing for.”
Story: The tale of a little boy Sam and his unlikely friendship with stuffed toy (and CGI-animated) penguin friend Monty.
Soundtrack: Cover of the 1976 John Lennon song “Real Love” by Tom Odell.
2. “The Bear and the Hare” (2013): 1.2 million shares
Strapline: “Give someone a Christmas they’ll never forget.”
Story: The animated tale of a bear who, owing to his annual hibernation, had never seen Christmas and is shown the light by his little hare buddy.
Soundtrack: Cover of Keane’s “Somewhere Only We Know” by Lily Allen.
1. “Man on the Moon” (2015): 1.7 million shares
Strapline: “Show someone they’re loved this Christmas.”
Story: A girl called Lily makes friends with a man who lives alone on the moon and when she eventually makes contact with him, he finally gets to see Earth on Christmas night.
Soundtrack: Cover of Oasis’ 1994 song “Half the World Away,” by Aurora.