<P> Christmas 2007 saw the first John Lewis television advertisement in three years, with a six million pound campaign, their biggest seasonal ad spend up to that point . The commercial did not feature the hallmarks of later campaigns such as an emotional denouement or slowed - down cover version, instead using Prokofiev's Morning Serenade from Romeo and Juliet . It features presents and products being carefully assembled positioned to eventually create a shadow image of a woman and a dog in the snow, in the style of artists Tim Noble and Sue Webster . Running time of ad 1: 10 minutes . </P> <P> For a second year, Lowe and Partners were the agency behind the John Lewis Christmas ad, a montage of people of all ages and their ideal gifts with the tagline "If you know the person, you'll find the present". This was the first to feature the now - traditional cover version, with "From Me to You" by The Beatles recorded by unnamed employees of John Lewis . The full track was made available to download for free on the John Lewis website with an encouragement to donate to Wallace & Gromit's Children's Foundation . </P> <P> The 2009 advertisement was the first for John Lewis by agency Adam & Eve (now part of DDB Worldwide), who went on to create the subsequent five Christmas campaigns . Featuring a cover of the Guns N' Roses song "Sweet Child o' Mine" by Taken by Trees, the commercial features young children opening gifts usually given to adults such as a coffee machine and a laptop . With the tagline "Remember how Christmas used to feel", the final scene shows a girl unwrapping a camera and becoming a woman . </P> <P> Ellie Goulding's cover of the Elton John song "Your Song" was the soundtrack to a collection of images showing people preparing gifts for their loved ones . Most notably, two parents attempt to secretly carry a rocking horse up some stairs whilst their children watch television . The advert concludes with a boy taking a stocking of presents outside to his pet dog in the snow, and hanging it on the kennel . This caused some controversy with animal rights protesters who complained that the animal was left outside in the cold whilst the boy waved goodbye and retreated to the house . </P>

The bear and the hare john lewis christmas ad