Retailer launches latest campaign
John Lewis focuses on loneliness in new TV advert
According to festive television watchers, the John Lewis advert has become as much a part of Christmas as turkey and even Jesus. Not only does its annual campaign generate a huge level of anticipation, it is also a huge hit for YouTube viewers.
This year’s offering has just been unveiled and it features a six-year-old girl who strikes up a relationship with an elderly man living on his own on the moon. It tells how she tries to wish the man a merry Christmas, finally succeeding by sending him her telescope tied to a bunch of balloons.
It closes with the strapline: “Show someone they’re loved this Christmas” and, as usual, is accompanied by a cover version of a popular but non-festive song. This year the Oasis track Half the World Away is performed by Norwegian artist Aurora. The 19-year-old becomes the first foreigner since 2010 to be featured in a John Lewis Christmas advert.
The advert, by advertising agency, adam&eveDBB, has cost firm £1 million less than the £7m spent on last year’s Monty the Penguin. The firm is believed to be investing £6m on television slots, with the first full two-minute version of Man on the Moon appearing during Channel 4’s Gogglebox tonight.
A 3D structure of the moon, and the old man’s shack, was built at Warner Bros studios in Hertfordshire and then widened with CGI.
Analysts have noted that the campaign makes a deliberate attempt to unite the company’s obvious commercial goals with a social message. John Lewis has worked with Age UK to design the advert around loneliness and to remind viewers that the festive period can be difficult for some people, particularly the elderly.
The retailer is supporting the charity in the run-up to Christmas with a number of other initiatives.
John Lewis customer director Craig Inglis said: “Our Christmas advert is once again all about going the extra mile to give someone the perfect gift. This year though, the story is told in a uniquely creative and engaging way as we see Lily, our heroine, go to great lengths to connect with the Man on the Moon.
“We hope it inspires people to find really special gifts for their loved ones and through our partnership with Age UK, raises awareness of the issue of loneliness amongst older people, and encourages others to support in any way they can.”
(click link at top or click on pic to see advert)
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