John Lewis unveils Christmas advert
This year, the retailer is hoping to achieve the same effect with an advert featuring an animated snowman which shows the extra lengths to which some people will go to find the perfect gift for their loved ones at Christmas.
The retailer’s ‘The Journety’ advert, which launches tomorrow, opens in a family’s snow-covered garden with children making a snowman and snowwoman. When the snowman has mysteriously disappeared the next morning, the audience is transported to a magical world, following the determined snowman on an epic journey across river, mountain, road and city. The motive for the snowman’s journey isn’t revealed until the last scene, when he returns on Christmas morning.
Created by advertising agency Adam and Eve, the advert is set to a haunting version of Frankie Goes to Hollywood’s ‘The Power of Love’ sung by Gabrielle Aplin. In a first for the retailer, the public is being given a sneak preview of the ad in a teaser campaign this week on Channel 4, ahead of its first full broadcast during Derren Brown: Fear and Faith at 9:10pm this Friday.
Featuring the strap line “Give a little more love this Christmas”, 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 9 November for six weeks with the 90-second advert 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.
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.”
The advert can be viewed on johnlewis.com and on the John Lewis YouTube channel.
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