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I know everyone will have probably seen this.
I know Mr Mortimer did a wonderful review of Supermarket Christmas ads [including our London offices freshly launched Tesco work] over on his blog recently.
I know you could argue that last years spot was better.
[Which I don’t think it was, despite being utterly great]
I know you could say the ‘character’ could have saved himself a lot of hassle by just ordering online.
But this spot from John Lewis is – in my opinion – just completely and utterly wonderful.
A simple, genuinely universal premise.
A totally fantastic soundtrack.
A story that’s beautifully shot with perfect grace & pace.
Characters that somehow capture, convey & induce emotion.
Fear, vulnerability, isolation, innocence, happiness, love.
Magical. Totally and unconditionally magical.
Apart from capturing the essence of gift giving [give from the heart, not the wallet] it just makes you feel utterly wonderful.
How just changing the twigs on the snowman’s mouth can make you understand the feelings that are supposedly going through his head is amazing.
We talk about storytelling like its some sort of science, but it’s not really – and this ad shows how it can be done so simply, elegantly and emotionally.
No wonder the agency behind it – Adam & Eve – got recently bought by DDB.
And for an alleged SIXTY MILLION QUID, despite having only started in 2008.
To think I thought we did well when we sold cynic. Talk about a reality check. Ha.
Now whether DDB overpaid is not my issue nor my business, the fact is this agency have created a body of work for John Lewis that has not only differentiated the brand from the copious amounts of competitors, but has created a genuine, emotional bond with people.
Maybe not all people.
And that’s the sort of gift every brand would like to receive this Christmas.
I wish – utterly, utterly wish – I had made this ad.
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