John Lewis hypes up expectations as it prepares to unveil new Adam&Eve/DDB Christmas commercial

There are stories all over the place about the new John Lewis Christmas commercial, set to be unveiled in Saturday’s X-Factor on the UK’s ITV.

Even the mighty Mail Online website has written reams about it, without a view of the commercial. This is, as they say, a hostage to fortune.

If the ad is anything less than magnificent John Lewis will be crucified, and Adam&Eve/DDB with it.

John Lewis marketing boss Craig Inglis (pictured) and his agency advisers should know better than to ramp things up this way. A bit of modesty goes a long way in marketing.

This hubristic stuff nearly always ends in tears: think of Fallon with Cadbury’s ‘Gorilla’ and Sony’s ‘Bouncing Balls.’

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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.