John Lewis’s latest xmas heartwarmer

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?

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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