1:29PM November 15 2011

John Lewis – a tale of two Christmasses

No doubt a lot of you’ve seen the lovely new John Lewis Christmas advert. At first glance it seems to follow the same formula as the last one, Christmassy imagery, simple message and acoustic cover of a classic track.

But, I think that in this advert, John Lewis is responding to the tough economic times that families are going through. Have a look at last year’s ad compared to this one. Last year’s John Lewis family live in a lovely big house, in the country with rich colours and a gorgeous interior. Could be a scene from Love Actually. This year’s in comparison is a modest semi-detached, where anyone can live, not too trendy an interior and quite muted colours. There’s almost an unspoken message that John Lewis is for everyone, not just the upper-middle class. And it feels like a directive from the client, not the agency.

Am I reading too much into this? Both ads are below, see what you think.

Posted by: Martin Flavin at 1:29pm November 15 2011 | Permalink

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  • Zehri

    I think you certainly are reading too much into it. You are not entirely wrong in pointing out that this years ad is more about sending across the message that ‘John Lewis is for everyone’ but apart from that I think the muted colours in the monotonous atmosphere is being presented from the little boys perspective. Everything is gloomy, and time freezes. You just can’t wait for xmas eve. Again, a nice trick to let the viewers envisage themselves, the end with the boy finally opening all his presents. Muted colours replaced by a beautiful natural light breaking the pattern of predictability to reveal that he was indeed waiting to GIVE the present. Last year’s ad showed a man working in a Car Workshop and probably students in a library (can’t get any less – upper middle class then students’ finances). I think the message in both is the same that buying a present for someone is a soulful bliss even more fulfilling ‘If you buy it from John Lewis’.

  • Zehri

    Good post though. Loved the initial observation. Bookmarked!

  • Martin Flavin

    Hi Zehri, yeah I was worried that I might be reading a bit too much into it! Good point about the monotony reflecting the little boy’s perspective, I hadn’t thought of that. I think that, while you’re right the 2010 advert does feature people in a garage, students etc.. I’d still say that there’s a clear difference between the family in 2010 and the family in 2011. Honestly don’t know if it’s intentional or not, but it’s an interesting conversation. Love both ads either way!

  • Zehri

    Hi Martin! The ad has garnered so much interest lately. Already been viewed by more than 2 million people. Whichever way you look at it, it stays true to John Lewis’s mini-films technique which they have been honing for some time. Anyway, thanks again for posting it. You definitely have left me reading too much into it.

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