In the recent times advertisers have started focusing on story telling. That is the core concept of John Lewis ads. Even if they say that ads are an exaggeration of the reality in everyday life, this specific ad (2015 John Lewis Ad) is much more. It is completely 'unscientific' and surely impossible.
The advertiser's goal here is not to make it a 'possible' version of truth, instead it focuses on the emotional side and meaning of Christmas and gifting. It touches the essence of what Christmas is all about. It tries to connect to the brand (here, the retailer) by showing gifting. Even if the man on the moon cannot be viewed by a telescope here and cannot be shipped a gift (the way it is shown), the various elements of the ad makes it an amazing watch. It just is a tear jerker. Well, that is the power of narration and communication.
Watch it here if you haven't.
Video Courtesy: John Lewis YouTube - Man On the Moon.