John Lewis's big winter ad – The Bear and the Hare – won universal acclaim for its endearing mix of hand-made and digital animation. Its new summer campaign to celebrate the department store's 150th birthday isn't in the same league, but it's a still an elegantly cut run through day-to-day scenes from the 1930s to the present day.
You can watch Never Standing Still above.
The ad manages to pull off the feeling of nostalgia without necessarily being grounded in reality – as evidenced most in a Blitz-sequence that appears almost whimsical (this is an ad, after all).
The spot was conceived by Steve Wioland and Matt Woolner at adam&eveDDB and directed by Dougal Wilson, with visual effects provided by MPC.
"The idea from adam&eveDDB was all about following the movement of a figure as it travels from era to era," says Dougal. "After attempting to shoot a rough version of how this might fit together (using my 5D and iPhone) I immediately realised, with some alarm, that MPC's services would be somewhat vital in making it work."
Use the slideshow controls above and right for a behind-the-scenes look at how John Lewis' Never Standing Still was created.