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John Lewis “The Journey” 2012

John Lewis “The Journey” (2012) is a John Lewis commercial directed by Dougal Wilson for DDB, produced by Blink. It won 6 awards, including IPA Effectiveness 2016 Grand Prix, Clio 2013 Silver — Film Technique / Direction and Eurobest 2013 Silver Film Retail Stores.

A determined snowman embarks on an epic journey across snowy landscapes, through cities, and over mountains to find a gift for his beloved snow-woman, symbolizing the spirit of giving at Christmas.

Video: John Lewis on YouTube

Shot by shot

  1. A wide shot of a snowy cottage with two snowmen and two people standing outside, surrounded by snow-covered trees and a stone wall.© John Lewis0:00
  2. Two children, a boy and a girl, walk past two snowmen in a snowy, mountainous landscape during the day.© John Lewis0:06
  3. Two snowmen stand outside a house at night, looking through a window at a man inside who is decorating a Christmas tree.© John Lewis0:11
  4. John Lewis “The Journey”, shot 17© John Lewis0:18
  5. A snowman with a scarf stands in a snowy, desolate landscape with hills in the background, looking surprised.© John Lewis0:25
  6. A snowman with a scarf and carrot nose stands in a snowy forest, partially obscured by trees, as the camera slowly pans right.© John Lewis0:32
  7. A small robin bird perches on a snowman's shoulder, looking at its face, in a snowy outdoor setting.© John Lewis0:41
  8. A snowman with a scarf stands in a flowing river, surrounded by snow-covered trees and banks in a winter landscape.© John Lewis0:46
  9. A lone snowman stands atop a snow-covered mountain peak, with clouds stretching out below and a bright sky above.© John Lewis0:51
  10. Cars and a bus drive past a snow-covered embankment next to a highway overpass at night, with city lights in the background.© John Lewis0:58
  11. A snowman stands in a snowy, crowded street at night, surrounded by people walking by, some carrying shopping bags, under festive blue lights.© John Lewis1:07
  12. A young girl with pigtails and a red plaid shirt looks out a window, her expression shifting from surprise to a slight smile.© John Lewis1:14

Stills © John Lewis. Made by DDB, Blink and Dougal Wilson.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A snowman's epic journey to find a gift for his snow-woman.

Tagline: “Give a little more love this Christmas”

epic journeylove storypersonification of inanimate objectsChristmas magicgrand gestureovercoming obstacles

The cut

Length
90 s
Shots
55
Average shot
1.6 s

What creatives use John Lewis “The Journey” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of John Lewis “The Journey”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A wide shot of a snowy cottage with two snowmen and two people standing outside, surrounded by snow-covered trees and a stone wall.© John LewisTwo children, a boy and a girl, walk past two snowmen in a snowy, mountainous landscape during the day.© John LewisTwo snowmen stand outside a house at night, looking through a window at a man inside who is decorating a Christmas tree.© John LewisJohn Lewis “The Journey”, 0:18© John Lewis
    Frames from John Lewis “The Journey”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of John Lewis “The Journey” in order, with its length, framing and what happens in it.

    A wide shot of a snowy cottage with two snowmen and two people standing outside, surrounded by snow-covered trees and a stone wall.© John LewisTwo children, a boy and a girl, walk past two snowmen in a snowy, mountainous landscape during the day.© John LewisTwo snowmen stand outside a house at night, looking through a window at a man inside who is decorating a Christmas tree.© John LewisJohn Lewis “The Journey”, 0:18© John LewisA snowman with a scarf stands in a snowy, desolate landscape with hills in the background, looking surprised.© John LewisA snowman with a scarf and carrot nose stands in a snowy forest, partially obscured by trees, as the camera slowly pans right.© John Lewis
    Length: 90 s · Shots: 55 · Average shot: 1.6 s

  3. 03Ad ideas: every spot built on a epic journey

    Before you present an idea, you need to know who has done it, and how.

    John Lewis “The Journey” is built on a epic journey. Search the library by idea to see every spot that uses it.

    BBC “Trails Will Blaze”© BBCRiyadh Season “Call of the Kings”© Riyadh SeasonZillow “The Journey”© ZillowWorld Surf League “Chaos Theory”© World Surf League
    BBC · Riyadh Season · Zillow · World Surf League

More commercials by Dougal Wilson

  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • John Lewis "Monty's Christmas" (2015) commercial still© John LewisJohn Lewis “Monty's Christmas” 2015Dir. Dougal Wilson · adam&eve\TBWACannes Lions Grand Prix 2015
  • Channel 4 "Educating Yorkshire - School's Back" (2026) commercial still© Channel 4Channel 4 “Educating Yorkshire - School's Back” 2026Dir. Dougal Wilson · 4creativeCreative Circle Gold 2026
  • AT&T "Train" (2019) commercial still© AT&TAT&T “Train” 2019Dir. Dougal Wilson · BBDOKinsale Sharks Gold 2019
  • Apple "Unlock" (2019) commercial still© AppleApple “Unlock” 2019Dir. Dougal Wilson · AppleCiclope Gold 2018
  • adam&eve\TBWA/John Lewis & Parters, Waitrose & Partners "Bohemian Rhapsody" (2018) commercial still© adam&eve\TBWA/John Lewis & Parters, Waitrose & Partnersadam&eve\TBWA/John Lewis & Parters, Waitrose & Partners “Bohemian Rhapsody” 2018Dir. Dougal WilsonEpica Gold 2018

More from DDB

  • Skittles "Apologize the Rainbow" (2023) commercial still© SkittlesSkittles “Apologize the Rainbow” 2023DDBLondon International Awards Grand Prix 2023
  • VOLKSWAGEN POLO "Dog" (2009) commercial still© VOLKSWAGEN POLOVOLKSWAGEN POLO “Dog” 2009Dir. Noam Murro · DDBEurobest Grand Prix 2008
  • Miller Lite "Running of the Beer Ads" (2025) commercial still© Miller LiteMiller Lite “Running of the Beer Ads” 2025Dir. Jake Honig · DDBEffie Awards Gold 2025
  • Correct the Internet "Correct the Internet" (2023) commercial still© Correct the InternetCorrect the Internet “Correct the Internet” 2023Dir. Lex Hodge · DDBshots Awards Gold 2023
  • Vodafone "The Smart Network" (2023) commercial still© VodafoneVodafone “The Smart Network” 2023Dir. Kyra Bartley · DDBshots Awards Gold 2023
  • Coors Light "Chilling Our Way Back to Growth" (2022) commercial still© Coors LightCoors Light “Chilling Our Way Back to Growth” 2022DDBEffie Awards Gold 2022

Award-winning retail commercials

Questions

Who directed the John Lewis “The Journey” commercial?

Dougal Wilson directed it, produced by Blink, for the agency DDB.

Which agency made John Lewis “The Journey”?

DDB created it for John Lewis (2012).

What awards did John Lewis “The Journey” win?

6 awards, including IPA Effectiveness 2016 Grand Prix, Clio 2013 Silver — Film Technique / Direction, IPA Effectiveness 2016 Gold and Eurobest 2013 Silver Film Retail Stores.

What is the tagline of John Lewis “The Journey”?

“Give a little more love this Christmas”

Sources for the credits and awards

en.wikipedia.orgen.wikipedia.orgshotswinners.epica-awards.comweb.archive.orgweb.archive.orgclios.comipa.co.uk