This advert tells the story of a little boy’s long wait until Christmas day. From the first day of his advent calendar we see him wishing away the hours, and trying to magic up a way to make time pass faster. Eventually, it’s Christmas night and then Christmas morning. The big day. But it’s not his present’s he’s been excitedly waiting for all along. The commercial uses a different approach for a retailer (John Lewis is the UK’s leading department store) selling gifts at Christmas. For a start, it doesn’t actually show any gift ideas. But more fundamentally instead of showing the joy of receiving great gifts it highlights the anticipation of the person actually giving the gift. It presents a universal but completely fresh consumer insight – that when you find the perfect gift you simply cannot wait to give it.