John Lewis Christmas ad: has its joint effort with Waitrose knocked it out of the park again?

Before we try to answer that question, there’s one certainty about this year’s Christmas ads, winsome young redheads have taken over.

Here’s another one in a medieval set (ditto above) with young dragon Excitable Edgar (more toy sales they hope) whose fire-breathing antics interrupt the Christmas festivities.

No hospital scene as we surmised yesterday though – oh, well.

As with all good stories there’s a beginning, middle and end with Waitrose appearing in the proverbial last reel. Interesting that Waitrose gets star billing on the video: might there have been a discussion about this at John Lewis Partnership?

Waitrose customer director Martin George says: “The magic of friendship and making our loved ones feel special, are some of the most wonderful things about this time of year. The Christmas pudding in the final scene is not just the showpiece of a spectacular feast which brings all the villagers together. It’s a reminder that a thoughtful gesture – whether that’s a delicious meal or a special gift – can mean so much.”

John Lewis’ Craig Inglis says: “I’m delighted our two brands have come together for this year’s Christmas campaign. It started from a spark of an idea – a little dragon’s excitement about Christmas – and became the story of how someone goes the extra mile for their best friend to give just the right gift. It’s a funny, heart-warming story that will resonate with our customers as they seek out the perfect gifts for their loved ones this Christmas.”

Indeed it is.

MAA Creative scale: tricky. Probably not the best JL and now Waitrose have essayed but it works when much of the ad world was (forlornly) waiting for them and agency adam&eveDDB (mustn’t forget them) to drop the ball.

More medieval is a relatively easy win though. And the music isn’t as resonant as some of the others.

MAA creative scale: 8.5.

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About Stephen Foster

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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.

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