For many in the UK, the holiday season doesn’t officially start until the release of the John Lewis Christmas advertisement. Over the years, John Lewis Christmas advertisements have gone well beyond being just advertisements to become an inherent part of British holiday culture. They are construed as relatively emotional, colourful visions with sweet tunes played on such occasions. The John Lewis Christmas advert has become more than just a promotional tool for the retailer; it’s a cultural phenomenon that symbolizes the spirit of the season.
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The advertisements, instead, share joy, nostalgia, and togetherness while resonating singly with viewers across the nation. In this blog, we will discuss the John Lewis Christmas advertisement in terms of its evolution, the storytelling formula responsible for its popularity, memorable campaigns from previous years, and the way these advertisements have influenced British culture.
While other ads are quite magical on their own, for those interested in analyzing ad developments and performance, tools like AdSpyder provide valuable insights. Let’s focus today on why the John Lewis Christmas advert continues to capture our hearts.
The Evolution of the John Lewis Christmas Advert
The John Lewis Christmas advert hasn’t always been the emotionally charged cinematic spectacle we see today. When the retailer released its holiday ads, they were relatively simple and promotional, focused on broadcasting stock and sales rather than occupying their own places as stories. So, what changed? How did John Lewis become that retailer that provided the most awaited advert of the year?
The Early Years
In the early 2000s, the John Lewis adverts concentrated merely on the products it had to offer. While they were very festive, they lacked the poignant nostalgia and seamlessness synonymous with the brand Boasts’ Christmas campaigns. The watershed moment arrived in 2007 when the department store took a bold new approach to its holiday advertising. It stepped incrementally away from its veneration of retail thought to ensure a more narrative-rich and emotion-laden format.
The 2007 advert, “Shadows,” was a herald of this new vision. Visually stunning, it depicted a troupe arranging John Lewis products to spell out the outlines of a shadowy Christmas tree. The message was simple: John Lewis has something for everyone. While it might not have stirred up as many tears as the adverts that followed, it did signify a swelling renaissance toward artsy traditionist sentiments.
Key Turning Point: The Long Wait (2011)
The introduction of “The Long Wait” was a complete game-changer. The advert defined a watershed moment and changed the game for Christmas advertising in the UK. It tells the story of a young boy so intensely counting the days until Christmas, not because he is over the moon to receive presents himself but because he couldn’t wait to give a particular gift to his parents.
The response was nothing short of huge: the emotional depth of the story got to many viewers, with the ad going viral almost instantly. From then on, John Lewis established itself as the capital of Christmas storytelling. “The Long Wait” marked the beginning of emotional and narrative-driven Christmas advertisements that have come to be associated with John Lewis.
Creating a Tradition
With a resounding success with “The Long Wait,” John Lewis delved into this new contemporary path of emotional storytelling. The annual release of a Christmas advert became, indeed, a story, at its heart, encapsulated the spirit of the season: love, kindness, and the joy of giving.
Year after year, advertisements from John Lewis cemented their place in the buildup to Christmas in the UK. The unveiling of the advert has become an event itself, with people speculating on its theme, characters, and music weeks before its launch. This anticipation has thus turned John Lewis into a store of the aptly cultural part of the festive build-up in Britain.
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The Storytelling Formula Behind John Lewis Christmas Adverts
John Lewis Christmas adverts strike a chord with audiences because of brilliant storytelling. Rather than a lot of traditional retail ads that often focus on the product, they embark on an emotional journey, often drawing people in through themes such as love, family, and the greater human connection. But what exactly is behind the magic formula that makes the ads quite successful each passing year?
Emotional Connection
The essence behind every John Lewis Christmas advert is its ability to instill strong emotions. Whether it is the joy of giving, the warmth of friendship, or the nostalgic feelings of love and loss, these adverts reach out to the collective human experience shared with everyone. So, these ads deal not only with the promotion of a product, but they share stories that move the audience on an emotional scale.
For instance, “The Long Wait” 2011 was not only Christmas presents but a boy’s wait and happiness in giving. The case of “Man on the Moon” in 2015 dealt with loneliness and benevolence when a little girl befriends an old man living alone on the moon. It is on these emotional themes that these advertisements stand tall in a saturated market of holiday advertising. They renew the memory of what Christmas is all about love, generosity, and kindness.
Character-Driven Narratives
It’s always such a profoundly moving John Lewis advert as they cast characters that any viewer can easily identify with; they could be children, animals, or even an inanimate object that takes the audience on a journey. These characters form the lifeline through which a message is relayed to the audience.
One such advert released by the brand in 2013 popularized “The Bear and the Hare,” a beautifully animated tale of a bear who hibernates every Christmas and misses the festive season, as does his friend-the hare-long to have him share it. In this tale of friendship and selflessness, millions touched the hearts of viewers, making it one of the brand’s most endearing adverts. Similarly, Monty the Penguin -2014 -captured another boy and his imaginary penguin friend on an adventure riding on the themes of friendship, love, and companionship.
With these character-led tales, John Lewis can tell stories about what affects people on a personal level, thus making these adverts emotionally impactful as well.
Music and Atmosphere
Any John Lewis Christmas advert would be unthinkable without the music involved; it’s one of the most iconic elements of such an advert. Actually, it happens to be true that popular songs are a choice of the brand, and sometimes stripped-down cover versions, rather emotive ones, are commissioned to accompany its adverts. The key emphasis, one would assume, is on the choice of music alone as a way to boost the emotional tenor of the advert and, thus, resonate with its audience.
For example, when Ellie Goulding recorded a version of Elton John’s “Your Song,” it was heard in the “A Tribute to Givers” advert back in 2010, which itself became a hit. Then there was “Man on the Moon” in 2015, with a cover of Oasis’s “Half the World Away” by Aurora, perfectly setting the mood for themes of loneliness and connection. Indeed, the choice of the right song has supercharged the emotional impact of such an advert and has become a good part of the John Lewis Christmas ad formula.
Using music along with great visuals and relatable characters, the ads create a feeling of magic, nostalgia, and quintessential Christmas. Each advertisement is designed so that the customer feels it would be a heartwarming experience, moving to a world where festive emotions run high, and the spirit of Christmas shines through.
Iconic John Lewis Christmas Adverts Over the Years
Over the years, John Lewis has brought many iconic ads that have garnered the attention of consumers. But the adverts are remembered not just for the story but for the inherent capture of the holiday season in them. Let’s look at some of the most memorable John Lewis Christmas adverts and what made them special:
1. The Long Wait (2011)
Often hailed as the ad that invented the idea, “The Long Wait” is a very simple yet profoundly powerful tale of an excited young boy counting down the days until Christmas so that when he finally opens his presents, the audience believes it is because he was excited for gifts, only to have the heartwarming twist reveal that he cannot wait to give a gift to his parents.
It was an instant hit because of the emotional twist accompanied by the nostalgic feel of the advertisement. The ad so touched the hearts of viewers to the point of being moved by their message of selflessness and happiness from giving.
2. The Bear and the Hare (2013)
John Lewis took a much different tack into a world of animated magic in 2013. The bear that sleeps throughout Christmas because of hibernation and a hare determined to make him enjoy the season’s magic was the central plot of “The Bear and the Hare.” The advert ends with the hare gifting the bear an alarming clock so he may be awakened and partake in the joyous occasion.
Combining classic hand-drawn animation with CGI, the advert was a visual treat, and the message of friendship embraced viewers’ hearts. Accompanied by Lily Allen’s cover of Keane’s “Somewhere Only We Know,” this advertisement became a perennial holiday classic.
3. Monty the Penguin (2014)
In 2014, John Lewis presented the world with Monty the Penguin, a highly compelling tale of an otherwise young boy who happens to have a penguin as a best friend. True, understandably, very evidently, he can tell that Monty feels lonely and wants a friend. Christmas morning, the boy surprises Monty by bringing the girl penguin to his place; in doing so, he reveals that actually, Monty was nothing but a stuffed toy, and it was the boy’s imagination that helped bring him to life.
To this day, the advert remains a huge success, one that captured not only the imaginations of children but also that of adults. Monty the Penguin overnight sensation and merchandise flew off the shelves. This love-and-companionship theme from the advert, combined with Tom Odell’s cover of “Real Love” by John Lennon, made it the most remembered advertisement during this century by Christmas.
4. Man on the Moon (2015)
A very divergent campaign message through the theme of loneliness during Christmas is “Man on the Moon.” The advertisement centres around a little girl spotting an old man who lives alone on the moon. She sees him in her telescope and feels sorry that the old man cannot celebrate Christmas due to his isolation. Hence, she decides to reach him by delivering him a gift- a telescope so that he can see her, knowing he is not alone.
The ad addressed the issue of loneliness during the holiday season, provoking the viewer to start conversations with those who may be alone. In keeping with it, accompanying a haunting cover of Oasis’s “Half the World Away” by Aurora, it is an exquisite as well as moving advertisement for discussions over loneliness and charity work inspired to continue the efforts.
5. Excitable Edgar (2019)
In a more lighthearted aspect, 2019’s “Excitable Edgar” narrates the story of a young dragon who often cannot control his excitement and, therefore, brings unnecessary chaos by causing accidental fires whenever other circumstances dictate an otherwise inconvenient time. His friend, a little girl, helps him positively channel this excitement, making him use this fiery breath to light up the Christmas pudding at the village feast.
This is a refreshing Christmas advert that incorporates a very light-hearted, humorous tone, accented by an emotional message of friendship and acceptance. Animation blended with live-action elements do exceptionally well, complemented by Dan Smith’s cover of “Can’t Fight This Feeling”.
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The Impact of John Lewis Christmas Adverts on British Culture
The John Lewis Christmas advert has somehow managed to transcend a simple piece of festive marketing and become one of the most integral parts of British holiday culture. Its annual release is often considered a date that marks the unofficial beginning of the holiday season. But how was that to be?
National Anticipation
The most thrilling thing about the John Lewis Christmas advert is that it creates immense excitement. The act of launching the advert turned out to be a much more significant event, as people began talking about the theme, the characters, and the music even before the holiday weeks set in. When it finally drops, it seems to capture the social media conversations, news outlets, and prime-time slots.
Social Media and Viral Impact
The John Lewis Christmas ad succeeded in turning into a viral phenomenon where every year’s ad became hot on the lips of social media within a very short time. #JohnLewisChristmas and #MontyThePenguin were trending on Twitter, as well as people’s reactions and even parodies on Instagram, Facebook, and YouTube.
The viral nature of adverts means that their reach extends far beyond the time slots on traditional TV. Hours after release, John Lewis Christmas adverts were shared millions of times on social media, creating the digital snowball effect that multiplied their reach and influence.
Charitable Tie-ins
Over the last couple of years, John Lewis has elevated Christmas ads to another dimension by sending them out running in conjunction with social causes, thereby magnifying the emotive and cultural impact. Take 2015’s much-received “Man on the Moon” as an example, which is a collaboration with Age UK to promote awareness about the loneliness of elderly people. An addition of philanthropic content in the commercial would make the real meaning behind the advertisement emerge, inspiring the viewers to not only enjoy the festive story but also take a step further to make some good for their communities.
Such charity tie-ins have become synonymous with the John Lewis Christmas campaign, which reinforces the message that the adverts are not merely sell-throughs but an opportunity to offer goodwill and good karma during this festive season.
Retail Impact
While the emotional and cultural impact of the John Lewis Christmas advert is significant, it is also equally important to understand the impact on the retailer’s bottom line. The adverts have been credited with increasing foot traffic in John Lewis stores and boosting online engagement and sales.
For example, merchandise related to the adverts themselves has proved incredibly popular. Monty the Penguin plush toys or Excitable Edgar figurines sell out within a couple of days of the advert release, with each advert increasing brand awareness and loyalty, positioning John Lewis at the forefront of the holiday shopping season.
The Making of a John Lewis Christmas Advert
Coming up with a John Lewis Christmas ad is no meager feat. Ads are prepared with months set aside for planning, production, and then post-production for each one. All these render it an experience when, finally, all is polished into that cinematic gold that rips the heart out of viewers and stays on the minds as soon as the festive season is over.
Behind the Scenes
Months beforehand, the team will have brainstormed ideas and developed the storylines for its John Lewis Christmas advert. The creative production team typically comes from an advertising agency head such as Adam & Eve/DDB, assisted by collaborative teams of directors, animators, musicians, and set designers.
Production, usually live-action filming or animation, now begins when the concept has been created. In some cases, it is a mix of the two, depending on the advertisement. For example, in “The Bear and the Hare,” a 2013 composite of hand-drawn animation and CGI was utilized, making the advertisement visually fantastic and distinct from other Christmas advertisements.
To have a good advert, post-production holds the same importance as good editing and sound design, as well as music is ultimately influential in the final product. The colour grading to the timing of the music is all considered with care, so the advert may evoke the emotion that is so longed for.
Casting and Characters
Characters in John Lewis adverts really take the ads to a whole new level and make the story believable, which is why casting is such a big part of the creative process: whether it’s finding the perfect child actor to play the lead in “The Long Wait” or bringing Monty the Penguin to life, it is through those characters that the story takes place and reaches the viewer on an emotional level.
Some characters are animated, such as in “The Bear and the Hare” or “Excitable Edgar,” but live action in other adverts; however, a common characteristic among the characters in John Lewis adverts is designed to evoke sympathy and bonding, so the viewer feels brought into their world and the impact of that film’s scenes would be so much more poignant.
Music and Cover Songs
Music plays an important role in John Lewis Christmas advert. The song makes or breaks the emotive tone of an advert. For some years now, John Lewis has been particularly synonymous with taking cover versions of well-known songs-recasting them to suit the mood of the advert.
Generally, these covers are slow and less instrumental, or even acappella, and thus evoke a pathetic and emotive mood. For example, in 2010, Ellie Goulding’s version of Elton John’s “Your Song” gave a touch of intimacy and nostalgia to the advert; likewise, in 2015, the rendition of “Half the World Away” by Aurora lent an ethereal sense of sorrowful banality to the “Man on the Moon” advert.
The soundtracks chosen for the clips are so beautiful and create a perfect mood, enhancing the storytelling. Also, the specific intent behind the music is to evoke an emotional response from the audience. Such elements make this John Lewis Christmas advert memorable.
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The Power of Storytelling in Holiday Ads
At the heart of this John Lewis Christmas advert is the pure storytelling focus, making it stand out from most holiday campaigns. While other brands are careful and enjoin sales and parading their wares, John Lewis is interested in the emotional narrative of the people involved: love, generosity, and goodwill.
The approach towards storytelling has meant John Lewis ensured a legacy in Christmas adverts, which touch viewers’ hearts in reality. And that is why John Lewis created the perfect go-to brand when there is the requirement of the magic of Christmas.
Conclusion
John Lewis Christmas adverts have become much more than just copy; they are a cultural event that ties viewers’ hearts together from year to year. Emotional storytelling, relatable characters, and well-chosen music converge in these ads to exercise their voodoo effects on the viewer and cross the barriers of ordinary advertisements.
For those who wish to explore trends in the impact of the iconic holiday adverts that John Lewis is known to do each year, tools like AdSpyder can reveal what’s working with ads, trends, and creative strategies. But beneath all that are the magic stories reminding us of the true spirit of Christmas- love, kindness, and, most especially, the joy of giving.
FAQs
The adverts are vested in emotional storytelling, well-reflected characters, and euphonic messages, and to such an extent, they have become a festive ritual in the UK.
With its emphasis on emotional storytelling in 2011, it was the first John Lewis Christmas commercial to herald a sharp change in the way a brand went about its marketing agenda.
These adverts are painstakingly planned and produced, emphasizing quality in their storylines, animation, and music.
The adverts of “The Long Wait”(2011), “Monty the Penguin”(2014), and “Man on the Moon”(2015) sparkle in memory in no time.
An advert often employs a cover version of a popular song, honing the emotional impact while providing aesthetic beauty to the story.
It has risen to a cultural event whose advent signals the unofficial starting point of the holiday season and generates anticipation and discussions.
Indeed, AdSpyder could extract vital indications as to how the adverts are performing while educating brands on subscriptions and better informing the holiday campaigns’ overall direction.
