Have John Lewis Got Another Winning Christmas Campaign?
It’s finally arrived (to the annoyance of the Scrooges in this world), the John Lewis Christmas Advert. #DSMMCM1314
This years Ad is an animation which portrays the tear jerking tale of a bear and a hare that have never been able to spend Christmas together because the bear always hibernates. Adam & Eve/DDB created the ad, the soundtrack which is always an anticipated element of the John Lewis Christmas ad is Keane’s “Somewhere Only We Know” covered by Lily Allen.
John Lewis are looking to support the TV campaign and leveredge the cult following that their Christmas adverts have created, through a range of other media including an e-book, hardback book, Christmas card maker, branded products such as toys and onesies, social media, in store and window activity will support the TV campaign.
James Murphy, the founder and chief executive of Adam & Eve/DDB, said:
“Not only have we been able to push the campaign into new territory creatively, we’re also been able to deliver a truly multi faced campaign that offers an in-depth take on thoughtful gifting that we hope will appeal to the child in all of us.”
The advert is much more ambitious than high street competitors Marks & Spencers and Debenhams. While M&S and Debenhams are using their adverts to push products that would make good gifts, John Lewis has opted for a more emotional approach presenting only one product, an alarm clock and positioning the brand as the place to go to “give someone a Christmas they’ll never forget”.
Marketing director Craig Inglis said: “We are trying to do things differently and always trying to raise the bar.”
The Ad has been leaked on social media for a few days and will launch with a film-style “premiere” taking up all of the ad break for tonights X Factor.
How do you think this years ad compares to previous John Lewis Campaigns and do you think the John Lewis approach is the most effective or should they be following competitors footsteps with a more direct product based approach?