.png)
by Sophie Andrews
John Lewis’ first officially released Christmas advert, titled ‘Shadows’, was over a decade ago in 2007 and was created by Lowe London. ‘Shadows’ primarily featured objects and gifts, stacked on top of each other, for the purpose of creating shadows that appeared as a woman walking her dog. The variety of Christmas gifts were used by John Lewis to present itself as the ideal store to find whatever present you may be searching for. ‘Shadows’ paved the way for John Lewis’s Christmas advert potential...
‘Your song’ (2010) Considered one of the original fan favourites, ‘Your Song’ launched Ellie Goulding's singing career for life, as she performed the cover to Elton’s John’s well known original. This ad showcased individuals wrapping up presents for their loved ones. However, from shots of leaving a dog outside in the freezing cold, this ad caused controversy towards whether it was appropriate of John Lewis to include these visuals. This advertisement was later revamped recently in 2018, featuring Elton John and the backstory of his iconic piano, and unexpectedly his original cover, with the tagline ‘Some gifts are more than just a gift’.
‘The Bear and the Hare’ (2013) The Bear and the Hare is perhaps one of the most iconically memorable John Lewis Christmas advert. In the first ever animated advertisement, this features a disney-inspired light-hearted tale of the hear-warming winter relationship between a bear and a hare, revolving around the sadness surrounding when hibernation comes around the corner and they will inevitably separate. Much like ‘Your Song’, the Bear and the Hare is perhaps more recognised for its soundtrack, with Lily Allen covering ‘Somewhere Only We Know’.
‘The Man on the Moon’ (2015) When asking others around me, John Lewis’ ‘The Man on the Moon’ advert consistently topped any other in memorability and overall sweetness. The Man on the Moon is taken in a very literal sense by John Lewis, with a warm tale of a young girl attempting to contact a lonely elderly man, living on the moon, with the underlying message being ‘show someone they’re loved this Christmas’. The advert ends in an uplifting manner, with the young girl finally being able to send a telescope to the man on the moon, through the use of a balloon and this reunites two lonely hearts at Christmas.
‘Monty the penguin’ (2014) 2014 marked the beginning of John Lewis’ official Christmas mascot - Monty the Penguin - with this advertisement effectively acting as Monty’s origin story. The advertisement tells a tale of a young boy, with an adorable winter companion: Monty. Exploring the seasons together, the boy and Monty begin to notice romantic couples around them in the winter time and the boy is portrayed as presenting Monty with a penguin mate. However, the tale holds a wholesome ending as inevitably we discover that Monty is only a plushy, and it is his parents giving him the accompanying gift. The sweet fundamental message of this John Lewis ad being ‘Give someone the Christmas they’ve been dreaming of.’
From outlining the typical fan-favourite John Lewis Christmas advertisements, it seems unexpected relationships between humans or animals most appeal to the public in the festive season, as we crave this warm connection approaching the winter season.
Comments