Appointment to view: The making of John Lewis's 'the long wait'

John Lewis's latest Adam & Eve-created ad, "the long wait", tells the story of a young boy’s impatience as he counts down to Christmas Day.

The ad is already proving a hit with viewers, causing a stir online since it debuted in Satruday's 'X Factor', and looks likely to provide the retailer with a hattrick of Christmas campaign's to hit the sweetspot.

In 2009, the Adam & Eve and John Lewis relationship kicked off its festive success with "Christmas", and followed it a year later with "for those who care about showing they care".

As the video explains, the team have kept some of the look and feel of previous campaigns, while opting this year to focus on a single storyline rather than multiple families, a choice discussed by creative director Ben Priest.

Lloyd Page, head of marketing, brand, John Lewis, and Craig Inglis, director of marketing for the retailer, also explain the aims of this year’s campaign and the importance of the season for retailers.