The unveiling of the John Lewis Christmas advert has become a hallmark of the festive season in the UK, and 2023 is no exception. On Thursday, 9 November, the retail company released its annual holiday campaign, following an initial teaser earlier in the week.

This year’s story introduces Alfie, a young boy who finds a “Grow Your Own Perfect Christmas Tree” kit. The narrative captures a moment of anticipation as Alfie asks his grandmother if he can have the kit, and his delight upon discovering a seed inside.

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The John Lewis logo is creatively integrated into the advert, with the letters ‘H’ and ‘W’ artistically transforming into plant roots, reflecting the theme of growth and nurturing.

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Alfie’s journey with the seedling takes an unexpected turn as it grows into an emerald-colored Venus flytrap, diverging from the traditional Christmas tree imagery. This element of surprise is a nod to the creativity that John Lewis adverts are known for.

Accompanying the visuals is “Fiesta” by Andrea Bocelli, an operatic piece that represents a departure from the more contemporary tracks of past adverts.

The tradition of John Lewis Christmas adverts has become a cultural phenomenon in the UK, eagerly anticipated each year. These adverts are known for their emotional storytelling, high production values, and the ability to capture the public’s imagination. Often featuring a narrative that revolves around themes of love, joy, and togetherness, these adverts have become more than just a marketing tool; they are a part of the holiday tradition for many.

From heartwarming tales of friendship and family to the use of iconic music tracks, often in the form of unique covers, John Lewis adverts have consistently set a high bar for holiday advertising. They not only mark the start of the holiday shopping season but also contribute to the festive spirit across the nation.

Content Director at 365 Retail | Website | + posts