Since Dougal Wilson directed "The long wait" for Christmas 2011 the John Lewis Christmas ad has become a hotly awaited part of the holiday season. This year’s offering from Adam & Eve/DDB is expected to launch on Nov. 10.
"The long wait" features a little boy who is excited for Christmas but at the end of the ad the viewer finds out he is looking forward to giving his parents a present—rather than receiving one from them.
Wilson followed it up with "The journey," which starred a snowman looking for a gift for its friend. In 2014’s "Monty’s Christmas" a young boy notices that his penguin toy is lonely and so buys him a mate for Christmas.
Wilson has had a high-profile year, and also directed Channel 4 and 4Creative’s "We’re the superhumans" to promote the 2016 Paralympic Games.
Somesuch’s Kim Gehrig directed last year’s Christmas ad by Adam & Eve/DDB, "The man on the moon." Gehrig also directed another of 2015’s creative highlights, FCB Inferno’s "This girl can" for Sport England.
A spokeswoman for John Lewis declined to comment.