South Africa, Nov. 2 -- The excitement by the public and media about the advert is an example of how a brand can become part of popular culture. The release has turned into a media event in its own right, heavily discussed, shared on social media, and eagerly awaited each year.

The media and the public have been guessing when the advert will be released, especially after a teaser appeared on the retailer's site.

The short teaser clip, created in partnership with advertising agency Saatchi & Saatchi, hints at a home-focused theme. It shows a woman closing and locking a front door with a gold key, only for the doorbell to ring as she walks away. See it on their site.

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John Lewis Xmas ad...