John Lewis gives a lot of little loves for Christmas

You wait all year for the John Lewis Christmas ad to turn up, then eight arrive at once!

After promising 'a Christmas campaign like no other', after what can only be described as an eventful year, the John Lewis Partnership and adamandeveDDB have delivered a festive selection-pack of filmic treats, cramming eight different animation and live-action techniques into its two-minute timeframe.

Framed with a delightful 'pay it forward' message of kindness, Give A Little Love shows how small gestures can mean big things to the people who recieve them, and speaks to both the sentiment of the season as well as reflecting on the year's demonstration of community spirit.

Above: A glimpse of the different techniques included in the spot, created by Sylvain Chomet, Anthony Farquhar-Smith, Chris Hopewell, Anna Mantzaris, Anete Melece, Megacomputeur and Shotopop.

In a first for their festive spot, the brand has decided to eschew the 'folksy rendition of a hit pop song' trend that they effectively started and instead back the piece with a bespoke track from Brit Awards-winning singer Celeste, which we can't help but feel has the top of the charts in mind.

Wonderfully stitched together and demonstrating the collaboration at the heart of the message through its craft - Pulse Films wunderkind Oscar Hudson (who's on a SERIOUS roll) directing, but clearly allowing each animator to tell their own story - this early Christmas present is the heartwarmer we were all hoping for.

How does Give A Little Love fit in the pantheon of previous seasonal offerings? Here's a look back over John Lewis' earlier gifts to us:

2019 - Excitable Edgar

What we said:

"Telling the tale of a cutely combustible mini-dragon and his flame-haired gal-pal, Excitable Edgar is a heart (and set)-warming story of a little fella who just can't fight the flames burning inside of him. 

"Blink director Dougal Wilson, returning to the brand's festive outings for the first time since 2016's Buster the Boxer, paints a wonderfully realised picture of 'ye olde' snowy village, with production design and effects (in particular the Hollywood-level visuals and character animation of Edgar) unsurpassed."

2018 - The Boy and The Piano

What we said: 

"Directed by Academy's Seb Edwards and created by adam&eveDDB, the spot is beautifully made and the story beautifully told, and though the expected gut-punch of emotion isn't quite as evident this year, if you're a fan of Elton John (and, come on, who isn't?) then it'll tick your boxes."

2017 - Moz The Monster

What we said:

"Called Moz the Monster, John Lewis's 2017 festive spot lives up to expectation, applying its tried-and-tested winning formula of animals (sort of) and children to this year's offering. Featuring Elbow's rendition of the Beatles song, Golden Slumbers, as the soundtrack, adam&eveDDB again prove that they're the masters of making Christmas magical."

2016 - Buster the Boxer

What we said:

"John Lewis's 2016 offering has an amalgam of previous years' ingredients with animals, children, confused parents and, of course, a beautifully arranged and emotional soundtrack, all put together perfectly by adam&eveDDB, who are experts in the Christmas field."

2015 - Man on the Moon

What we said:

"Created, as ever, through adam&eveDDB London and beautifully shot by Somesuch's Kim Gehrig, the spot features a little girl who spots a rather sad-looking old man living in a shed on the moon. Suffice it to say it's another emotional hit from a brand and an agency that have mastered such things and, as hard as you try, and as much as you prepare yourself, there's the usual lump-in-the-throat moment as you get to the end. Damn you, John Lewis!!"

2014 - Monty's Christmas

What we said:

"Tom Odell provides this year's dose of emotional soundtrack and Christmas number one contender, covering John Lennon's Real Love. The two-minute spot follows the the friendship of Sam and Monty over the course of a year before Sam realises Monty is sad and longing for some penguin-shaped company."

2013 - The Bear & the Hare

What we said:

"With the air of a classic Disney tale, a bear's eyes are opened to the gift-giving and merriment of Christmas as he gives hibernation a miss this year thanks to his loving hare companion. Complete with music from Lily Allen (covering Keane's Somewhere Only We Know) and once again created by agency adam&eveDDB, the commercial uses a unique animation style that combines traditional 2D hand-drawn animation, stop frame, and 3D model made sets and is directed by Blinkink's Elliot Dear and Yves Geleyn with additional production from Hornet New York."

2012 - The Journey

What we said:

"Blink's Dougal Wilson takes us on a magical journey for gifts. adam&eveDDB create the scene in a snow-covered garden before a snowman comes to life and departs for the high street rush. Frankie Goes to Hollywood's Power of Love is the music of choice, covered by Gabrielle Aplin, a 20-year-old singer signed to Parlophone Records and has a debut album scheduled for release in 2013."