British retailer John Lewis’ Christmas advert, lengthy thought-about the unofficial begin of the vacation season within the U.Ok., goes in a unique course this yr by depicting an on a regular basis, familial type of festive magic.
On Thursday (Nov. 14), John Lewis launched “The Gifting Hour,” the second Christmas marketing campaign by company Saatchi & Saatchi, which took over the account from adam&eveDDB in 2023.
The nostalgic advert is a story of two sisters. When a girl visits a John Lewis retailer in a frantic seek for a last-minute Christmas present for her sister, she stumbles by a magical portal that takes her on a journey by reminiscences of the siblings.
There are surreal components within the movie, directed by famed music video and industrial director Francois Rousselet, as the lady remembers moments together with her sister by the lens of childhood and adolescence. She ends again in the true world, having lastly selected the best present, and meets her sister exterior the shop.
The concluding line says: “The key to discovering the right present? Figuring out the place to look.”
For the primary time this yr, John Lewis created a three-part advert collection culminating with this Christmas spot.
The primary instalment, which debuted in September, revived the model’s longtime tagline, “By no means knowingly undersold,” and used the shop window as a visible metaphor for John Lewis’ evolution over the previous century.
Half two, launched earlier this month, was a product-focused spot showcasing the retailer’s prime 100 presents of the season and reminding prospects to “Give knowingly.”
The ultimate a part of the trilogy spotlights the giver, empathizing with the annoying strategy of considerate gifting, mentioned Charlotte Lock, buyer director for John Lewis. In one other first for its Christmas promoting, the shop takes a starring position within the industrial.
