23 Nov'17

Does the John Lewis Christmas advert live up to expectation?


The.Report published a feature two weeks ago about the Christmas adverts that had been released.


The John Lewis advert was not then released – but The Telegraph were of the opinion that John Lewis was ‘the most eagerly-anticipated Christmas ad of them all’.


After a teaser trailer and the hashtag ‘underthebed’, the John Lewis Christmas advert was aired on the 10th November across TV, social media channels and in store.



In the company press release, Craig Inglis (Customer Director) said ‘This year’s Christmas campaign brings to life the power of children’s imaginations and the joy of great friendships.’


Similarly to Aldi and M&S, John Lewis are donating to charity. Using the sale of Moz the cuddly toy and mug they will donate to Bernardo’s.


The Telegraph commented on the impressive credentials of the advert; the director being the filmmaker of Eternal Sunshine of the Spotless Mind Michel Gondy and Elbow covering The Beatles’s ‘Golden Slumbers’ for the soundtrack. It is rumoured that this came at a cost of £7 million.


But is it as good as people expected?


Marketing Week asked six senior marketers their opinion of the advert.


Ben Carter, Marketing Director of Just Eat, said ‘They’ve done it again, they’ve pulled out all the stops’. Regarding John Lewis’s tried and tested formula, Carter states ‘I’m sure industry cynics will say it’s time to change the record but you can’t fault John Lewis for repeating what has been so hugely successful’.


For Tanya Joseph, the Chair of The Pool and Architect of the ‘This Girl Can’ campaign, said that the warm fuzzy feeling did not put her in the mood to spend.


However, the real determiner for whether John Lewis’s advert was successful is not based on the opinions from marketing professional. Instead it is whether the advert inspired consumers to spend at John Lewis, and whether it becomes either the most watched or voted most popular Christmas advert.