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The new John Lewis 2017 Christmas advertising fails to deliver on the high expectations of consumers

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The new John Lewis 2017 Christmas advertising is out.  I feel like a little kid who races downstairs only to be disappointed by my gift. And then I feel bad about it. This year, I feel “It’s OK”. From a brand view, it’s pretty safe. From a consumer view, it is disappointing. 

For a few years, there was hysteria and anticipation for the John Lewis Christmas ad, but that may be dying down if they fail to deliver. During the era amazing John Lewis advertising they were able to link the advertising with sales growth of 5-8%. The connectivity with consumers was helping buck the declines other retailers were facing with e-Commerce.

Here’s the John Lewis 2017 Christmas advertising



What do you think?

To me, the ad is OK, but not great. It’s cute, but not brilliant. It falls a little flat, compared to previous John Lewis ads. It has a monster, which a cross between Monsters Inc. and the Monty the Penguin they did a few years ago. I didn’t like that one either.

Ugh. I just wish it was better. I wish it was like 2010 or 2011 when John Lewis made the best Chrtimas ads.

How do you feel about it? Is it just me?


I have worked on campaigns that lasted 10 years and 5 years. The hardest thing for a Marketer is to stay on track, yet try to beat last year’s spot. It is very hard to be creatively different, yet stay in line with the campaign. marketing-execution-2017-extract-9-001Those fight against each other. Since 2009, John Lewis has wiggled a little each year. Each year, the ads had been highly creative, the ads that created the magic simply through the eyes of the children in the ads. The emphasis has always been on giving. You will see there is not a lot John Lewis branding in any of these ads, but there is a certain degree of ownership.

How’s this ad.

  • It’s not that different. Seems to borrow a few elements of traditional Christmas elements and pieces them together into a story.
  • There story is OK. Not that clear at the end. Was I the only one that didn’t understand the gift, is to reduce the boy’s fears and allow him to sleep? Weak ending.
  • The ad is missing the emotional tension in the story. Sure, the kid can’t sleep. But it lacks that emotional tension of the other John Lewis spots.
  • It is not really about John Lewis’ big idea around “thoughtful gifting”. The ending is a little confusing, as I wasn’t quite sure what the gift was at first. 

The history of John Lewis Christmas ads

2016: Buster the Boxer

Pretty simple story. Kid likes to bounce on things. Dad builds a trampoline. Animals come out and bounce on it. Dog sees them and is jealous. Dog bounces on the trampoline before the kid gets to it. Kid disappointed?  Mom and Dad disappointed? No one seems happy. But a dog on a video gets tons of views.


2015: Man on the Moon

This spot was great on story telling, but it might have gone overboard on sad. But I truly loved it. My second favorite John Lewis ad next to the 2011 spot.

Yes, the man on the moon is a metaphor (sorry, there really isn’t a man on the moon) for reaching out and giving someone a gift. For me, this ad quickly reminds me of when my own kids are on the phone or FaceTime with my mom. There is a certain magic in the innocence and simplicity when the very young talk with older people. They both seem to get it, maybe sometimes more than the in-between ages where the innocence of Christmas is lost within their busy schedules.


2014:  Monty the Penguin:

Pretty simple ad, a little similar to the 2017 spot. The imaginary penguin becomes his best friend, and in the end, he gets a penguin toy for Christmas. In 2017, the imaginary monster becomes his best friend and the monster gives him a toy so he won’t be scared at night. Pretty damn safe. Seems to be targeting younger moms and their toddlers.


2013: The Bear and the Hare

This ad a bit of a departure, going to animation and utilizing on-line and in-store media. This campaign seems trying too hard to capitalize on their success. Doesn’t feel like a fit for the depth of story-telling of the 2010 or 2011. I get the sense they felt they were too dark on tone in 2012, so they went very light in 2013.

2012: Snowman

The “snowman” ad went a bit too dark for me with missed the tone feeling like a slight miss for John Lewis. I felt they were trying too hard.  Maybe feeling the pressure to keep the campaign alive by being different when really the consumer just wants the fast-becoming-familiar-John-Lewis-magic each year.


2011: Counting down

This is my favorite John Lewis ad from 2011, about the boy who couldn’t wait for Christmas. Great story telling about the boy who could not wait, but with a nice surprise at the end. You will notice the “Man on the Moon” feels very similar. But that’s OK, traditions are allowed to have some repetition to the ritual.


2010: “Your song”

This is also a great one from 2010, with the story telling improving over the 2009 spot and Ellie Goulding’s cover of “Your song” is incredible. With the multiple stories throughout the spot, it has that “Love Actually” quality to the ad.


2009: Sweet Child of Mine

This ad was the starting point for the great advertising John Lewis would do. Engaging video story-telling with a soft cover of a classic song. These would become the trademark of the great John Lewis ads over the next few years.






I guess I’ll have to wait for the 2018 John Lewis Christmas ad!  🙁


Christmas is about 8 weeks away. Expect to see this spot a lot on your social media feed. But, also expect the other UK retailers to compete as they did last year.

Passion in Marketing Execution Matters. If you don’t love it, how do you expect your consumer to love it? If you “sorta like” it, then it will be “sorta ok” in the end. But if you love it, you’ll go the extra mile and make it amazing. To read more about how to drive your Marketing Execution, here is our workshop that shows everything you need to know, to have the smarts of strategy, the discipline of leadership and the passion of creativity to generate brand love in today’s modern world.


Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at or call me at 416 885 3911



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