Now how about this for a surprise? A John Lewis ad which is not about (in no particular Chronological order) a man on the moon (here) or about an aging rockstar (here) or an odd Christmas tree (here) or a school play about a famous band (here)? You better believe it. The ad is about - and I assure you I am not lying - a woman shopping for a gift for her sister. Yes, I know, very unexpected. So with John Lewis having "15 minutes to close" the woman goes on a Proustian trip of her relationship with said sister - all within the branch. Anything that John Lewis sells is featured from clothes, to jewelry, to furniture, etc... The ad recounts the regular relationship between two siblings - from camaraderie as kids, to jealousy as teenagers, to what seemed to be estrangement as adults, to reconnecting, to... well, there you go - a Christmas festive present. "The secret to finding the perfect gift? Is knowing where to look" goes the ad. What I loved most is when the two sisters embrace and one chides the one who was buying the present that it took forever for her to be out of the store, the main actress (Margret Clunie) says "it was your fault". Forever sibling love and rivalry, and women on the moon. See the ad here.