Turkey, gifts, snow… Forget that. If there’s one thing the British population looks forward to every year, it’s the John Lewis Christmas ad, which has become renowned for marking the beginning of the Festive season.
And of course, the focus for this year's offering returns to the John Lewis theme of finding the perfect gift for someone you love. But it certainly has a lot to live up to. In 2012, the John Lewis Christmas ad followed a snowman’s trek to find the perfect gift for his loved one, the year before a young boy who couldn’t wait until Christmas morning to give presents to his family. Both of which became a social phenomenon with millions of YouTube views.
This year’s spot is very much Disney-inspired, featuring a bear and a hare that have never been able to spend Christmas together due to the hibernation period. Using stop-frame animation and hand-drawn figures on a 3D set, the spot opens with two friends – a bear and a hare – playing together during the warmer autumn months before the winter months set in and the bear takes himself off to his cave to hibernate. The hare then leaves a present outside the cave for him to open on Christmas Day, joining the celebrations with all the forest animals. The spot ends with a shot of a John Lewis alarm clock with Christmas wrapping lying around and closes on the line ‘Give someone a Christmas they’ll never forget’.
The ad plays out to the soundtrack of a cover of Keane’s ‘Somewhere only we know’ by Lily Allen.
The ad was released online ahead of its debut TV appearance during The X Factor on ITV, with the full 120” spot taking up the entire first ad break.
“It’s a privilege to create the advertising for the nation’s best-loved department store at Christmas and this year is no exception,” says Adam&Eve/DDB founder and chief executive James Murphy. “Not only have we been able to push the campaign into new territory creatively, we’ve also been able to deliver a truly multi-faced campaign that offers an in-depth take on thoughtful gifting that we hope will appeal to the child in all of us.”