John Lewis Christmas advert 2011 gets 3m views

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John Lewis’s Christmas ads have become something of an annual event, and this year's £6m commercial caused quite a stir on Twitter, pushing YouTube views up past the 3 million mark, and ensuring blanket media coverage. The ad follows the story of a little boy as he impatiently waits for Christmas Day to arrive.

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Brand: John Lewis | Media: YouTube | Country: UK | Sector: FMCG, Retail | Agency: Adam & Eve | Format: Video and social media

Accompanied by a cover of The Smiths, Please, Please let Me Get What I Want the ad’s tear-jerking twist comes when it becomes apparent that it's not the big pile of presents at the end of his bed that he's been eagerly awaiting - but the simple excitement of giving his hastily wrapped gift to his mum and dad.

The ad ends with the tag "For gifts you can't wait to give", says John Lewis. The ad spawned a number of spoofs (including a Shining parody), a sure sign of viral success.

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