2009: A change and brand, bringing back the inner christmas, reflecting on products and merchandise for everyone- brining out the inner child at christmas.
A change happened in 2010 onwards where the brand of john lewis became christmas and family orientated- the child looking forward to giving his parents a present. Twist in the typical christmas Childs perception. later add introduced the idea of falling in love at christmas and referencing classical novels.
Then featured there first animation- The owned the christmas advert. With reference to water ship down, and experiencing of christmas like never before
The add that features the penguin, introduces the imagination and emotion from the child also including the conventions of love at christmas.
2015: Raises a lot of contrvesay with the idea of a old man looking at a young female child? However Aldi's parody and homage of this 2015 advert answers the issues raised in a comical way
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