4. The Journey
https://www.youtube.com/watch?v=0N8axp9nHNU They followed in style. Two years after 2010's advert, 2012's was when poignancy became the norm from start to finish, as John Lewis attempted to tell a love story with two snowmen (or a snowman and a snowwoman) in The Journey. With the two snow-creations standing side-by-side at night, proceedings begin on a sad note when it appears that the snowman has melted by morning, only for it to be slowly revealed that he has undergone an epic journey (impressive given his lack of legs) to go to John Lewis and buy his lady friend a present. Cheesy? Incredibly so, yet incredibly powerful at the same time, particularly due to Gabrielle Aplin's sublime rendition of Frankie Goes To Hollywood's The Power Of Love. which scores the advert and remains perhaps the most hauntingly beautiful cover version that the series has featured. It also has the distinction of being the first cover from the series to go to number one.