It’s officially the festive season. We’ve got Mariah Carey cranked up, are desperately procrastinating the present-buying, and are mulling over the prospect of a glass of mulled wine. But more importantly, John Lewis has just launched their annual Christmas campaign.
This year’s spot, ‘The Journey’, comes from adam&eveDDB and director Dougal Wilson – the dream team behind last year’s much-awarded John Lewis campaign. A snowman embarks on an epic quest to find his snowlady friend the ideal present and is set to a cover of Frankie Goes to Hollywood’s The Power of Love’.
Featuring the strap line “Give a little more love this Christmas”, the idea behind the ad builds on the runaway success of last year’s multi award-winning advert, featuring a little boy who captured the nation’s hearts with his anticipation of giving his parents the perfect gift on Christmas morning. This year’s ad is again directed by Dougal Wilson, who as well as last year’s Christmas advert, oversaw the spring 2010 ‘Always A Woman’ ad.
The campaign runs from 9th November for six weeks with the 90-second ad being supported by a combination of 60 and 30 second versions as well as in-store, press and online marketing, including a significant push on the retailer’s social media channels.
The ad can be viewed on johnlewis.com and on the John Lewis YouTube channel (youtube.com/johnlewisretail). In anticipation of demand from music lovers for Gabrielle’s cover of ‘The Power of Love’, it will be available to buy on iTunes from 9am on Friday and a CD single of the song will also be available from John Lewis shops.
John Lewis Marketing Director, Craig Inglis, said: “We know that our customers put real effort and emotion into finding the perfect gift for their loved ones at Christmas. This year’s ad brings that to life, with a creative twist, as we follow our hero on an epic journey.”
Gabrielle Aplin said: “I've always been such a fan of the John Lewis Christmas ad and its great to be a part of it, especially with a great song that fits the visual perfectly.”