All of John Lewis’ Christmas Ads Ranked, By How Emotional They Make You Feel

Getting into the festive spirit yet? OK, it is a bit early, but with the way 2020 has gone, we could also do with some Christmas cheer right now.

John Lewis Xmas Ad

To help get us in the mood, the John Lewis Xmas ad is due to be released soon. Seen as the unofficial start of the Yuletide period, the department store’s festive ads are usually as highly anticipated as your mum’s home-baked mince pies.

But then, 2020 has not exactly been normal. So, what can we expect from John Lewis this year?

Will we see another cute character, like Excitable Edgar or Monty the Penguin? Will it be another tear-jerking ad that leaves people reaching for their tissues? Or will it be something completely different this year? We’ll have to wait and see.

But to get you in the mood, we thought we would go back through their back catalogue of festive hits and rank them based on how emotional viewers felt when watching them using our content testing tool, UnrulyEQ.

Hankies at the ready! You have been warned.

Most emotionally engaging John Lewis festive ads.

Rank  Campaign (year)  Emotional engagement (%)  Sadness (%) 
1.  Bear and the Hare (2013)  48%  3% 
2.  Buster The Boxer (2016)  43%  2% 
3.  Monty The Penguin (2014)  42%  2% 
4.  The Long Wait (2011)  41%  1% 
5.  The Journey (2012)  40%  3% 
6.  Man on the Moon (2015)  40%  10% 
7.  Excitable Edgar (2019)  38%  3% 
8.  Boy and The Piano (2018)  34%  2% 
9.  Moz The Monster (2017)  32%  2% 
  UK average  20%  1% 


To find out more about UnrulyEQ, click here.