John Lewis Tribute to Givers – Christmas 2010

UK retail store chain John Lewis has launched “A Tribute To Givers”, the Christmas 2010 advertising campaign. The TV ad, filmed in Scotland, shows a variety of people going that extra mile to make gift-giving special. A little inspiration can turn any product into the most personal present. The 60-second ad features different sequences of events involving wrapping presents. Parents sneak in a big toy horse while their children watch TV. A man tries to wrap a bag in a library for his girlfriend before she turns up. Music is Elton John’s ‘Your Song’, recorded specially by Brit Award winner Ellie Goulding. The TV ad is supported by catalogues, in-store and online marketing, including a significant push on the retailer’s social media channels.

John Lewis Christmas Giver


The John Lewis Tribute To Givers campaign was developed at Adam&Eve, London, by creative directors Sidney Rogers and Harry Bugden.

Filming was shot by director Eric Lynne via Partizan with producer Russell Curtis and director of photography Mattias Montero.

The new version of the track performed by Ellie Goulding was produced in collaboration with Ben Lovett from Mumford and Sons, licensed by Leland Music.

Media planning and buying is through Manning Gottlieb OMD.