The John Lewis Xmas ad. Prepare to weep!
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This ad is about a diametrically opposed to the Marksies Christmas ad as you can get. A Disney-ish, sweetly sentimental story about a bear who never sees Christmas because he’s hibernating and a hare who wishes he could see it just this once, it pulls at the heart strings with a gentle Keane cover by Lily Allen, and a touching idea – ‘Give someone a Christmas they’ll never forget’.
There’s something about the characterisation of the hare – her face conveys real emotion – that is *sniff*, really touching. (Cassius is still under the table crying – I think he’s just experienced alien feelings like empathy and love and tenderness and doesn’t know what to do with them!).
I’m slightly less enamoured of the cynical multi-strand marketing onslaught that sees the launch of an interactive e-book based on the ad (though I’ll probably buy it!) personalised Christmas cards with Bear and Hare, opportunities to meet the loveable woodland cutesies instore and 11 John Lewis stores set up with caves for children to explore. But there, that’s how aggressive marketing is these days.
Take a look at the ad here (get your kleenex ready – no really) and make your decision. The best Christmas campaign between M&S and John Lewis this year is…..
Well, which one…?!