Not that there’s anything wrong with it but this was the first from agency adam&eve (before it became adam&eveDDB) back in 2009.
Doubt that either agency or client expected the annual campaign to be such a big thing. But this one, it seems, drove John Lewis sales up in the Christmas period by nearly 13% and the rest, as they say…
As often since, it’s the music track that holds it all together. This time an unlikely but winning cover of Guns N’ Roses’ Sweet Child O’ Mine. And the overarching theme, of course, ‘Giving.’
11 years of it now, pretty good going in fickle marketing land.