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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.’
