When is the John Lewis 2016 Christmas advert released, what’s the song and how can I watch it first?
MORE than mulled wine and maybe even tinsel, the John Lewis Christmas ad is now one of the biggest festive traditions in the UK.
A closely-guarded secret almost until the day of release, it’s the thing we look forward to just as much as our advent calendars.
But what we can hope for from the retail giant this year? And, more importantly, when is the advert released? We make our predictions and look back on our favourites.
When can I see the John Lewis Christmas advert?
The ad is usually released long before Christmas, to allow time for children to fall in love with the associated merchandise and put in on their Christmas lists.
Last year’s advert, The Man on the Moon, was released on Friday 6th November on Channel 4, with a teaser during the advert break of ITV's X Factor the weekend before.
This year, that ad is released on Thursday 10th November - that's today!
The ad launches on the retailer’s social media channels including Facebook and Twitter at 8am. It will also be available to watch on demand on Sky.
The first terrestrial TV screening will at around 9:15PM on ITV in the first ad break during the final installment of thriller Paranoid.
What song is used in the advert?
We’ve all grown used to the concept by now – they take a pop song in a minor key and choose an artist with a breathy voice to sing it.
Previous years have included Lily Allen singing a Keane song and Ellie Goulding covering the Elton John classic ‘Your Song’.
The songs tend to provoke more of a love/hate response than the actual adverts, though most have had commercial success.
Last year’s cover of ‘Half The World Away’ by Oasis, sung by Norwegian solo artist Aurora, reached No 11 in the UK chart. The year before, Tom Odell’s cover of 'Real Love' by the Beatles reached No 7.
However, Lily Allen topped the charts with her cover of ‘Somewhere Only We Know’ in 2013, getting the No 1 spot for three weeks. The only other John Lewis Christmas ad song to hit the top spot was Gabrielle Aplin’s The Power of Love in 2012.
This year the advert will feature English electronica trio Vaults performing a cover of Randy Crawford’s One Day I’ll Fly Away. The song has previously been covered by Nicole Kidman in the film Moulin Rouge, Girls Aloud star Kimberley Walsh and British soprano Sarah Brightman.
What can we expect from the ad?
We’ve had snowmen, cartoon and CGI animals, even a man on the moon.
Now it seems like the latest cast to tug on our heartstrings includes a little girl and an adorable boxer dog called Buster.
A teaser trailer posted on Twitter of a dog watching a girl bounce on a red space hopper sent users into a frenzy, many speculating that this could be the retailer’s Christmas advert for 2016.
This initial teaser, posted from the 'Bounce' Twitter account with the hashtag #BounceBounce, has been followed by two others.
In one, the dog watches the girl bounce on a sofa. And the third trailer, released the day before the advert's release, follows the same pattern – this time the little girl is jumping up and down on a bed.
Rachel Swift, head of brand marketing at John Lewis, said: “The creative idea changes every year but the heart of our Christmas strategy remains the same: it’s all about thoughtful gifting, because at John Lewis we feel that people can go the extra mile to find the perfect present for the one they love.
"We connect that idea with emotional storytelling to create a really powerful campaign."
A look back at previous years
2007: Shadows
In John Lewis’ first Christmas ad, we see employees piling up all sorts of random items. Together, the pile creates a shadow resembling a woman walking her dog in the snow.
2008: From Me to You
Back when Christmas adverts were still about selling actual products, this one points out there’s a perfect gift for everyone – including a hairdryer for a shaggy dog.
2009: Sweet Child O’ Mine
Focusing on the ‘feeling’ of Christmas, we see children opening adults’ presents like slippers and a coffee machine. Then it simply reads: "Remember how Christmas used to feel? Give someone that feeling."
2010: A Tribute to Givers
This one is ‘for those who care about showing they care’ and documents the lengths we will go to in order to find the perfect present – even, yet again, for the dog.
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2011: The Long Wait
The year they really made a name for themselves, we see a little boy impatiently awaiting Christmas morning. When it finally arrives, he ignores his own presents and rushes into his parents’ bedroom to give them a big shiny parcel.
2012: The Journey
A loved-up snowman braves the harsh weather and travels for miles and miles, all so he can buy his snow-girlfriend a red scarf.
2013: The Bear and the Hare
A hibernating bear misses Christmas every year, so his hare friend buys him an alarm clock. On Christmas morning, we see the bear stumbling across the beautiful scene as all the animals celebrate together.
2014: Monty the Penguin
A boy’s pet penguin (actually a stuffed toy) looks for love in the run-up to Christmas. On the morning itself, under the tree is a female penguin toy as a companion.
2015: The Man on the Moon
In partnership with Age UK, the advert showed a cute little girl trying to contact an old man who lived all alone on the moon. You could even buy the telescope in John Lewis for £79, though it sold out within minutes of the advert being released.
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