Adverts Through the Years
Beginning their heart-warming and smile-inducing advertising campaigns in 2007, John Lewis has spent a whole decade toying with the emotions of viewers in an effort to convert compassion into cash. In recent times, the organisation has found itself working closely with the brilliant minds at adam&eveDDB to come up with rousing adverts that will tug at the heartstrings, bring a tear to the eye and even provoke a chuckle or two. Here are some of the company’s most notable efforts.
- The Journey - Featuring a snowman that travels far and wide in search of the perfect gift for his chilly lover, this 2012 offering featured Gabrielle Aplin’s cover of the Frankie Goes to Hollywood classic ‘The Power of Love’.
- The Bear and the Hare - An animated tale of a hare’s efforts to wake her hibernating companion, this jolly 2013 campaign resulted in great success for Lily Allen and her cover of the Keane hit ‘Somewhere Only We Know’.
- Monty the Penguin - Launched in 2014 alongside the tagline ‘Give someone the Christmas they’ve been wishing for’, this tear-jerking campaign, set to Tom Odell’s cover of John Lennon’s ‘Real Love’, documented Monty the Penguin’s pursuit of ornithological romance, only to find a soulmate sat under the tree.
- Buster the Boxer - Set to a cover of Randy Crawford’s ‘One Day I’ll Fly Away’, this 2016 campaign told the story of a dog who yearned to bounce on his owner’s trampoline after being forced to watch on as a handful of woodland creatures enjoyed themselves. The captivated canine finally breaks free and enjoys a bounce, much to the shock of his handlers.
What to Expect in 2017
As in previous years, John Lewis’ advertising department has remained tight-lipped when it comes to their Christmas extravaganza. Despite rumours circling about what the advert might feature or which song may be used, the high street chain has kept everything under lock and key in an effort to deliver maximum exposure once the day of the big reveal finally arrives.
If previous efforts are anything to go by, views can expect to see plenty of CGI used or perhaps a smattering of animation. Ahead of Buster the Boxer’s debut in 2016, John Lewis’ head of brand marketing, Rachel Swift, said “The creative idea changes every year but the heart of our Christmas strategy remains the same: it’s all about thoughtful gifting, because at John Lewis we feel that people can go the extra mile to find the perfect present for the one they love.”
With the store’s main aim to connect with potential shoppers by creating an emotional story, expect to see John Lewis pull out all the stops to produce a truly powerful campaign, especially as this year marks the tenth anniversary of the stores iconic Christmas adverts.
What Song Will be Used?
As with the theme of the advert, the information regarding which singer (or singers) will provide the backing track is shrouded in mystery. Following the untimely passing of George Michael in 2016, the festive charts look set to be overrun with Wham! hits, meaning it could lead advertisers towards a cover of Last Christmas. However, expect the unexpected, with John Lewis likely to favour an up and coming artist offering a unique sound in an effort to wow the nation and recreate the glories of past years.
When Will the Advert Air?
Last year, Buster the Boxer made his long-awaited debut on Thursday 10th November. This followed a number of ten-second snippets that aired during the X Factor and the emergence of the hashtag #BounceBounce a week prior to the advert’s release. Many are predicting that the advert will hit screens around the same time, however, with no confirmation it’s difficult to pinpoint an exact date. So, it seems all we can do is be patient and see what gem the big bosses at John Lewis produce this year. The big question is, will the final product be worth the wait?