6. Shadows (2007)
https://www.youtube.com/watch?v=7jACG8GKBLI 2007 saw the release of John Lewis' first annual Christmas advert, Shadows. With the company having no established reputation for creating memorable adverts at the time, there was no particular anticipation for its release, but the inventive one minute display of different individuals stacking assorted products to formulate a shadow of a woman and her dog was certainly different to what most of their retail rivals were putting out at the time. Like the 2008 and 2009 adverts that followed it, it is 'guilty' of being a mere product showcase, but the use of said products to create a shadow scene was a noteworthy touch, impressive enough to inspire discussion and extend brand awareness of the company as a result, even if it wasn't specifically Christmas themed.