John Lewis has released its Christmas ad today, and it’s a heartwarming animated tale about a bear who has never experienced Christmas, because he is always in hibernation. This year though, his friend the hare wakes him up with a present…
John Lewis has done a superb job of building hype around its Christmas ads in recent years, producing a series of spots that are deeply sentimental but stay just on the right side of out-and-out schmaltz (though occasionally teeter on the edge). This is the first ad in the series to feature animation, and the film is an innovative mix of 2D stop motion drawings shot on a 3D set. Its soundtrack continues an established John Lewis trend though, of using an acoustic version of a well-known song – this time it’s Lily Allen’s turn, performing Somewhere Only We Know, a 2004 hit for Keane.
The ad is created by Adam & Eve/DDB, the agency behind the brand’s Christmas ad hits since 2009. It was directed by Elliot Dear and Yves Geleyn from production companies Blinkink and Hornet, and features character design by Disney artist Aaron Blaise, who previously worked on the Lion King and Brother Bear, among other films.
Check back on Monday for an interview with Elliot Dear of Blinkink who will explain in detail how the spot was created.