November 10, 2013
New John Lewis Christmas Ad (2013)
John Lewis, Christmas 2013
They use beautiful music, a movie-like storyline that demonstrates the beauty of gift giving, stretched out over 90 seconds. No words are needed to tell the story. They are not loaded with so much branding that they would turn you off before inviting you in. The John Lewis ads take you on a journey with a slight twist at the end as they tug at the heart and bring a reminder of what the season is all about: the gift of Giving.
Here is the one for 2013, that is a whopping 2 minutes and 10 seconds that was launched on-line before TV. It’s already enjoyed tons of free media in the UK. Here it is:
This year’s ad has 3 million YouTube hits already after the first two days (still early Nov) and you can likely expect it to reach 25 million by Christmas. John Lewis has taken the ad on-line selling the book “The Bear and the Hare” or get a chance to design a Christmas card that can be shared with friends.
The John Lewis Christmas Series
John Lewis has been doing these Christmas ads for years now. People, including myself, are now starting to look for them. I know when you run a long running campaign, it takes a lot of creativity to keep it going. It has a nice song and a twist at the end. My only complaint is that they are moving away from what first gave me goose bumps.
For me best one was 2011, about the boy who couldn’t wait for Christmas
This is also a great one from 2010
And you can see the one from 2009.
Last year’s 2012 John Lewis Christmas ad was a bit different. A bit too dark for me, a bit disconnected from the John Lewis brand or the campaign. While a nice story, I think it’s a miss.
Have your Say
My fav is 2011, but all are great and well loved. Now is your chance to vote for which of the John Lewis ads is your favorite.
I can’t wait for next year’s ad
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This entry was posted in Beloved Brands in the Market and tagged in ad age, Advertising, best christmas ads, Brand, brand concept, brand mangement, brand manger, brand plan, brand positioning statement, brand strategy, christmas, Christmas ads, CPG, creative brief, customer value proposition, CVP, John Lewis, Marketing, marketing management, positioning, Target Market, xmas.
Graham Robertson is one of the voices of the modern brand leader. He started Beloved Brands, knowing he could make brands better and brand leaders better. Graham believes passion matters in marketing, because the more loved a brand is by consumers, the more powerful and profitable that brand will be. Graham spent 20 years in brand management leading some of the world’s most beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke, rising through the ranks up to VP Marketing. Graham played a major role in helping Pfizer win Marketing Magazine’s Marketer of the Year award. He has an MBA from the Ivey Business School, ranked the #1 International business school by Business Week. As a Brand Coach, he can help you create a winning positioning statement for your brand, write a brand plan everyone can follow, find advertising that drives growth and train your team of Brand Leaders on everything marketing. The client roster for Beloved Brands includes the NFL Players Association, Reebok, Pfizer Capital One, 3M, Sun Products and Earls. Graham’s weekly blog (beloved-brands.com) has a vast following with over 3 million views, and his public speaking appearances inspire brand leaders to love what they do.View more posts from this author