5. A Tribute To Givers
https://www.youtube.com/watch?v=j6RpdjG1Ee8 Regardless of how often we're told what the 'true meaning' of Christmas is and how consumerism has destroyed it, the holiday has long since been dominated by the notion of gift giving, for better or worse. John Lewis sought to hit this nail on the head with their 2010 advert, A Tribute To Givers. This creation focuses on a number of individuals in possession of gifts that they intend to give to loved ones (shock), standing out by being quite humourous in a number of places (how exactly do you wrap a bloody candlestick?), before hitting the emotional jackpot with its finale, which sees a boy trodding through the snow to take a stocking to the kennel of his loving canine companion. Accompanied by an Ellie Goulding cover of Elton John's Your Song (which went to Number 2 in the charts as a result of its exposure), this was the advert that had people beginning to take note of the company's marketing en masse, setting the standard reasonably high for subsequent adverts to follow.