Some of the past John Lewis adverts have been great and I thought last year's one with the teen boy purchasing his dad a dance record was quite sweet and thoughtful. There have been quite a few that I haven't really understood though, like the guy on the moon. I know they like to pull the heartstrings but this one just seems sad with no resolution. The kids act happy but it doesn't land because we know in the real world the kids (as they've been depicted) would be "wtf gran?". The set-up doesn't fit the pay off.
My favourite JL xmas advert was the one where the kid is counting down to Christmas impatiently and you think it's because he's waiting for his presents but on xmas morning he ignores his presents and runs to get the one he's been counting down to giving to his parents, showing the joy of giving rather than receiving. Really sweet.