Diary: John Lewis' fertile idea

It's already made an early claim to be named ad of the year, but it seems that some people believe that not only has Adam & Eve's John Lewis spot made the brand appealing, but it also suggests that some of the retailer's products possess magical powers.

Those who have watched the ad enough times will recall that when the woman enters a fridge on her life journey, she emerges with a bun in the oven. And according to the agency's founding partner James Murphy, fans are now going mad over the miraculous "fertility fridge". "Apparently, in its Liverpool store, John Lewis has the fridge from the big TV ad on display," he says. "Couples who are trying for a baby come in and touch or open the door in the hopes that this will aid them in their quest. There's even a Facebook site set up for fans of the John Lewis fridge that makes you pregnant."