John Lewis spot sends snowman on romantic quest

By Matthew Chapman, marketingmagazine.co.uk, Thursday, 08 November 2012 08:48AM

John Lewis' Christmas campaign is focusing on a snowman's romantic mission to buy a gift for a snow woman, as the brand seeks to distance itself from rivals' more traditional seasonal ads.

The activity introduces the strapline, "Give a little more love this Christmas", and is set to a cover of the Frankie Goes to Hollywood track 'The Power of Love', by Parlophone artist Gabrielle Aplin.

The creative by Adam & Eve/DDB aims to celebrate going the extra mile to find the perfect gift and launches today (8 November) on social media channels, ahead of being debuted on TV tomorrow during 'Derren Brown: Fear and Faith' on Channel 4.

Television activity follows a determined snowman on an "epic journey" across river, mountain road and city, in order to find a perfect gift for a snow woman.

Craig Inglis, marketing director at John Lewis, said the idea behind the ad was to give a "creative twist" to the message that its customers "put real effort and emotion into finding the perfect gift for their loved ones at Christmas".

The ad was shot in New Zealand and launches only a week after sister brand Waitrose unveiled its "unglamorous" Christmas campaign that claims the supermarket will donate £1m it saved from production costs, to charity.

A source told Marketing that the Waitrose ad has been seen within John Lewis as an "implied criticism" of its high-profile ad, while Richard Cristofoli, marketing director at Debenhams, was keen to stress that its Christmas ad was shot in the UK.

Cristofoli said the Debenhams ad was filmed entirely in Britain, "unlike many of its competitors [because] we don't really see any rationale in not filming in the UK".

The John Lewis ad is being trailed on Channel 4 today in order to give the public a sneak peek of the ad, in a media first for the retailer.

Manning Gottlieb OMD has handled media planning and buying.

This year’s Christmas ad has been directed by Dougal Wilson, who also shot last year’s John Lewis Christmas ad and the brand's 'Always A Woman' execution.

Activity will run for six weeks with television activity being supported by in-store, press, online and social media activity.

The television execution is being hosted on johnlewis.com and the John Lewis YouTube channel, while 'The Power of Love' cover version will be available to download from iTunes, with proceeds being donated to charity.

This article was first published on marketingmagazine.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • Digital Media Consultant Silverdrum £25,000 - £35,000 depending on experience + uncapped commission, London (Greater)
  • Account Director - B2B and IT David Thatcher Recruitment £45-55k, West London, M40 Corridor