Appointment to view: The making of John Lewis's 'the long wait'
By Sarah Rowland, brandrepublic.com, Tuesday, 15 November 2011 08:30AM
John Lewis, the retailer on something of a Christmas marketing roll, launched its latest tearjerker of an ad last weekend for its 2011 assault on our festive spend. Here's the story behind how it was made.
John Lewis's latest Adam & Eve-created ad, "the long wait", tells the story of a young boy’s impatience as he counts down to Christmas Day.
The ad is already proving a hit with viewers, causing a stir online since it debuted in Satruday's 'X Factor', and looks likely to provide the retailer with a hattrick of Christmas campaign's to hit the sweetspot.
As the video explains, the team have kept some of the look and feel of previous campaigns, while opting this year to focus on a single storyline rather than multiple families, a choice discussed by creative director Ben Priest.
Lloyd Page, head of marketing, brand, John Lewis, and Craig Inglis, director of marketing for the retailer, also explain the aims of this year’s campaign and the importance of the season for retailers.
This article was first published on brandrepublic.com
- UX DESIGNER - (Creative, User Experience, Layout, Branding) Creative Recruitment £50000 - £55000 per annum + Negotiable, London
- Frontend Developer Digital Gurus £35000 - £60000 Per Annum Bonus and Benefits, London
- Brand Designer Major Players £30000 - £40000 per annum + Benefits package, London
- Sales Manager- Travel - Programmatic Ultimate Asset £45000 - £55000 per annum + commission, benefits & shares!, London
- Middleweight Print Designer Major Players £22000 - £27000 per annum + Benefits package, London
- Black horse returns in new Lloyds Bank campaign
- Geometry Dubai hands over Cannes Grand Prix amid controversy
- Cannes 2015: Highlights from the Campaign beach party
- UK wins four gold Film Lions
- Watch: Every Grand Prix winner from Cannes Lions 2015
- 'You're thirsty. We've got sales targets', says Oasis in summer campaign launch