The 2013 John Lewis Christmas advert, titled The Bear and the Hare, is widely regarded as one of the retailer’s most memorable holiday campaigns. Combining enchanting animation and a sentimental storyline, the ad portrays a touching tale of friendship between a bear and a hare as they navigate the Christmas season. Created by the acclaimed animation studio Hornet with Disney-style visuals, the ad follows the hare as it devises a way to let the hibernating bear experience Christmas for the first time, offering a heartfelt message of friendship and the spirit of giving.
This campaign was not only popular with audiences but also had a lasting effect on the John Lewis Christmas adverts that followed, setting a new standard for storytelling, emotional depth, and the importance of music in creating memorable brand moments during the festive season.
The Music in the John Lewis “Bear and the Hare” advert
Song: Somewhere Only We Know
Artist: Lily Allen
Original Artist: Keane
Originally Released: 2004
Album: Hopes and Fears
The musical choice for the advert further heightened its emotional impact. John Lewis commissioned British singer Lily Allen to cover “Somewhere Only We Know” by Keane, transforming the already nostalgic song into a softer, more reflective version that fit the ad’s warm tone. Allen’s rendition went on to achieve commercial success, topping the UK charts and becoming a quintessential part of that year’s Christmas season soundtrack.
Listen to the full original track by Keane in their official YouTube music video: