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John Lewis unveils £7 million Christmas advertising campaign

John Lewis is launching a highly-anticipated £7 million Christmas advertising campaign today which this year takes the form of an animated cartoon.

GENERAL MERCHANDISE

John Lewis unveils £7 million Christmas advertising campaign

John Lewis is launching a highly-anticipated £7 million Christmas advertising campaign today which this year takes the form of an animated cartoon.

The advert tells a classic story of friendship at Christmas. Featuring best friends a bear and a hare, it continues the longstanding theme of John Lewis Christmas adverts of “going the extra mile” with a storyline that tugs at shoppers’ heartstrings.

Having gone live on the retailer’s social media channels at 9am this morning, the advert will launch on TV tomorrow. In a first for ITV, John Lewis will take a whole advert break in the X Factor exclusively. This will be preceded by a teaser campaign, again exclusively on ITV.

The advert has been created using hand-drawn animation and represents the first time 2D animation in 3D sets has been used in an advert in the UK.

Created by advertising agency Adam&Eve/DDB, the ad is set to a cover of Keane’s 2004 hit ‘Somewhere Only We Know’ sung by Lily Allen, and features the strapline ‘Give someone a Christmas they’ll never forget’.

John Lewis marketing director Craig Inglis said: “We wanted our advert to reflect the importance of finding the right gift for friends and loved ones, a theme which we have built on for a number of years. Through the use of hand-crafted animation, we’re hoping to evoke nostalgia and build anticipation ahead of Christmas.”

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