John Lewis: The gift that keeps on giving: John Lewis Christmas advertising, 2012 - 2015

This is the story of Britain's best-loved Christmas advertising. Since 2012, John Lewis has created some of the most famous and creatively-awarded ads in the world. By immersing the British public in them, on TV, online and in-store, John Lewis has become Britain's most talked about retailer, and British mums' favourite brand. The ads have been watched nearly 2.5 billion times, with a further 0.5 billion exposures from PR. They have inspired mutually beneficial partnerships with suppliers, tech firms, media owners and charities - not to mention over 81,000 parodies. Sales have increased 37%, generating a profit ROMI of more than 8 for every 1 invested in the advertising.