Adam & Eve goes heavy on the emotion for John Lewis Christmas cracker

Well what do you do at Christmas but tug at the heartstrings? At this rate the aforementioned body parts will need a retread come January.

Happening London agency Adam & Eve, a 2008 breakaway from RKCR/Y&R won big department store group John Lewis from Lowe in 2009 and has demonstrated conclusively, once again, that you don’t need to be an ‘established’ agency to produce compelling advertising that doesn’t frighten the horses.

The campaign, by Sidney Rogers and Harry Budgen, with the line ‘for those who care about showing they care’ majors on the delights and tribulations of prezzie wrapping. There’s even an impressive renewal of Elton John’s famous tune Your Song by Brit winner Ellie Goulding that manages not to slide into a pit of sentiment.

The ad debuts on X Factor on Saturday November 13, yet another example of that show’s new status as the ‘only’ way to break big new campaigns. Wonder how much it cost, £150,000?

But one of the good things about the X Factor phenomenon is that it’s helped to bring back 60-second commercials like this one. Later there will be 30-second cut-downs, which looks a decidedly tricky editing task.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.