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1. John Lewis, "The Long Wait" (2011). The original John Lewis blockbuster, and still the best, is the story of a child who can't wait for Christmas—but not for the reason you'd expect. It was the first outing for the holiday dream team of Adam & Eve DDB and director Dougal Wilson, which set the tone for a decade of heartwarming fare set to inspired music choices. In this case, it's the Smiths' "Please, Please, Please, Let Me Get What I Want."

4. John Lewis, "Monty's Christmas" (2015). Adam&Eve DDB and Dougal Wilson reunited for this delightful spot about a boy and his pet penguin. Not only did it warm our hearts, it boosted sales at the retailer and earned a Cannes Lions Effectiveness Grand Prix in 2016.