Pick of the week: John Lewis, Adam & Eve/DDB

Brand: John Lewis Insurance
Title: Tiny dancer
Agency: Adam & Eve/DDB

James Swift thinks John Lewis has come up trumps again: "This is delightful. And it’s a long time since I’ve heard  so many people say an ad is better than the TV show it interrupts – even if that show is The X Factor." It was created by Jo Cresswell and Sian Coole, and directed by Dougal Wilson through Blink.