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John Lewis's latest xmas heartwarmer

Advertising

Posted by Creative Review, 9 November 2012, 9:54    Permalink    Comments (5)

The John Lewis Christmas ad is fast becoming a British advertising institution. This year's effort features a snowman on an epic quest to buy the perfect present. Guess where he finds it?

You know how the formula by now. As with previous John Lewis spots, The Journey combines a cover version of a classic track (in this case Frankie Goes to Hollywood's The Power Of Love covered by 20 year-old Gabrielle Aplin) with a hefty dose of yuletide sentimentality. Once again, agency Adam & Eve/DDB have turned to director Dougal Wilson to deliver all this – Wilson directed last year's spot and the brand's Always A Woman ad.

 

It's all rather sweet and Wilson has the knack of pitching this sort of thing just on the right side of cloying, but somehow it lacks the emotional pull of last year's The Long Wait which transfixed a teary-eyed nation – while the harder of heart had great fun imagining just what was in the little lad's gift to his parents...

 

 

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5 Comments

Two years ago, DDB in New Zealand created a wonderful ad for New Zealand Lotto, featuring Wilson the dog who travels a *very* similar journey to this snowman. The Lotto ad worked wonderfully, but to see it re-worked - almost frame by frame - in this ad for John Lewis is a surprise!
SL
2012-11-10 08:07:16


Have you seen the scary version?

http://www.youtube.com/watch?v=ltm5a_89wx4
Marcus
2012-11-11 11:12:18


@ SL



You mean this one? http://www.youtube.com/watch?v=PyNrt1nY7P8



'Almost frame by frame'? That's a massive exaggeration. They both draw on very familiar ideas of 'the journey' which we've seen in countless films - that's the point surely? If you're going to claim the John Lewis ad 're-worked' Lotto, what about the obvious debt the Lotto ad owes to the epic journey of Baxter the dog in Anchorman, which was itself a knowing parody of such sequences in previous films?



@Marcus

Love the scary version!
CR PatrickBurgoyne
2012-11-12 09:58:00


I think it's great and would love to see a 'making of' for it. Nice track too. I must be getting soft with age or something!
Graphic Design Harrogate
2012-11-12 10:51:28


Seem's a bit too familiar from last year's (which I prefer) in terms of the production/soundtrack etc but still a lovely festive story. John Lewis is definitely becoming the annual ad that gets everyone talking
james
2012-11-12 11:32:45


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