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John Lewis launches Christmas TV ad campaign

Due to launch to approximately 12 million viewers during the X Factor live broadcast on ITV1 on Saturday 13 November, the John Lewis Christmas marketing campaign this year looks to thoughtful consideration and the joy of giving, themed around the concept 'for those who care about showing they care'.


John Lewis launches Christmas TV ad campaign

The TV advert was created by advertising agency Adam & Eve and is set to a cover of Elton John's 'Your Song,' which originally hit the UK and US top ten in 1970. The new version of the track is performed by BRIT Award winner Ellie Goulding, and produced in collaboration with Ben Lovett from Mumford and Sons.

The 60-second ad covers the full spectrum of Christmas giving; from the mechanic wrapping a polka-dot teapot, to the child leaving a stocking for the family dog. The scenes also encapsulate the difficulties of wrapping and the lengths we go to ensure our well thought-out gifts remain a surprise until Christmas day. Featured presents include top toy performers Butterscotch Pony and Le Toy Van Honey Bake Kitchen Set, the classic John Lewis knitted Christmas stocking, plus an Emma Bridgewater polka-dot teapot, Celia Birtwell watering can, handbag and twin candlesticks.

Craig Inglis, Director, Marketing, John Lewis, says, 'Last year we focused on the joy of receiving presents so this year we felt it was important to show the emotions we all experience at Christmas when choosing and giving gifts to others. At John Lewis, we make buying the perfect gift that bit easier but the challenge then comes in adding the personal touch and keeping gifts secret to preserve the surprise of Christmas. We all have our well worn rituals at this time of year and we wanted to bring them to life in this campaign.'
In anticipation of demand from music lovers, the track has been made available to download on iTunes.

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