Year after year, John Lewis rises above the commercialism they so dominate.
Lewis portrays the season of giving by demonstrating it in such a singularly powerfully beautiful, simple, heartwarming way. Always with a simple story. Always with kids.
Lewis makes these Christmas messages of 30 seconds a completely magical moment. Melting our hearts, once again, for one time a year, into that of a child.
Not with lots of gimmicks. Not with lots of garish old hackneyed Christmas chestnuts but with taste and with feeling, sensitivity and dignity.
And it makes everyone LOVE John Lewis for doing this.
The work is always heart wrenching. The work is always brilliant. The work is always top-drawer production values. The work stands as a testament to the calibre of company John Lewis is.
And I view this as a John Lewis' gift to the consumer.