The latest AA/WARC forecast was for a bumper ad Christmas as the battered old UK looks a little more sprightly in the Burnham era and so far we’re had creditable efforts from Sainsbury’s and Tesco.
But it wouldn’t be Christmas without a big effort from John Lewis and Saatchi and Saatchi and director Lucy Forbes from Smuggler have delivered with granny Gloria (Kristin Scott Thomas) thinking twice about giving the kids cash in an envelope. (Pickles is a mechanical dog.)
Rosie Hanley from JL says: “The John Lewis Christmas ad is a beloved tradition, but for its 20th edition, we wanted it to feel extra special. Bringing in the sparkle of Dame Kristin Scott Thomas and Sam Fender has helped bring this story to life beautifully.
“It’s a storyline that so many of our customers will relate to; I’ve definitely resorted to putting cash in an envelope for fear of getting it wrong. But our message this year is simple: ‘Don’t give up on giving.’ We hope this restores the nation’s gift-giving confidence and encourages customers to rediscover the joy of choosing something truly thoughtful for the people they love.”
Scott Thomas, of course, is best known these days for portraying the icy spy boss Lady Di in Slow Horses. Pity they couldn’t get Gary Oldman, her adversary Jackson Lamb in the series, to pop up as Santa. But that would have blown the budget properly.
A touching, if improbable, yarn.
MAA creative scale: 8.
