John Lewis "the long wait"

John Lewis' highly emotional Christmas TV ad, created by Adam & Eve, won the last Thinkboxes awards of 2011. The retailer wanted to continue its tradition of releasing a big television ad that would touch and inspire the nation.

The film tells the story of a young boy and his wait for Christmas morning. A version of the classic and compelling track 'Please, Please, Let Me Get What I Want', originally by The Smiths, is used on the ad, performed by singer-songwriter Slow Moving Millie.

"The ad was rooted in a truth about what really matters at Christmas and that resonated with our core audience," says Craig Inglis, director of marketing at John Lewis. "Our challenge is to build on the success of this and other campaigns by continuing to be true to who we are, but to keep doing so in a fresh and innovative way."

As soon as the ad was launched it created a huge buzz in mainstream media and on social networking sites.

The ad was directed by Dougal Wilson and was produced by Blink.

To see more films in this series, see here>>>

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