John Lewis 'shadows' by Lowe London
John Lewis has created its biggest Christmas advertising campaign to date at a cost of £6.2m.
Called "shadows" the ad breaks on November 5 and marks the first major TV campaign for the retailer from Lowe since it was appointed in July 2006.
This spot shows a diverse team of people arranging John Lewis products so that the combined shadow casts the outline of an elegant woman for whom the gifts are intended.
All of the shadows are real, not digitally manipulated.