Mumsnetters predict the 2016 John Lewis Christmas advert

From penguins to moon men, we've seen it all from John Lewis at Christmas - here's what Mumsnetters reckon will be making us blub this holiday season

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In an effort to get themselves into the pre-pre-pre-Christmas mood, Mumsnet users have trained their collective gimlet eye on the central event in any British Christmas: the unveiling of the John Lewis Christmas ad (to make an appearance on our screens very soon).

Read the full survey results below.



Thinking first about music: the soundtrack will be…

Answer options Response percent
A tearjerker 22%
A well-loved song 17%
A breathy acoustic version of a nineties hardcore house classic/death metal album13%
Sung by an unknown artist12%
Sung by a well-known artist12%
Jolly and upbeat7%
Enhanced by jingle bells4%
Classical - perhaps searing strings4%
Choral4%
Played by a brass band4%
Pop1%


The key character will be...

Answer options Response percent
A cute kid 17%
Someone who badly wants to get home in time for Christmas
15%
An animal
15%
Animated
12%
Someone grafting on the night shift
8%
A multi-tasking mum 7%
An elf
6%
Lonely
4%
Father Christmas3%
A snowman3%
Played by a sportsperson3%
A dad who is 'comically' unable to cook turkey/buy presents3%
A wise older person3%
Played by a celebrity1%


And the setting will be...

Answer optionsResponse percent
A chaotic family household
28%
An icy snowscape
23%
By the fireplace17%
The North Pole10%
A post-apocalyptic landscape8%
In counter-intuitive heat
6%
The kitchen
6%
Other-worldly (eg. the moon)3%

What about the plot? What's your prediction?

Answer options Response percent
A simple appreciation of Christmas and all that it means 31%
A triumphant overcoming of the odds 20%
A magical adventure16%
A most surprising Christmas11%
A race against time9%
A hymn to the importance of cooperative employment practices4%
A reworking of A Christmas Carol3%
A historical romp2%
A mad-cap caper2%
A dystopian nightmare2%


The overall tone will be...

Answer Options
Response Percent
Sentimental18%
Hell-bent on making viewers cry17%
Magical13%
Thought-provoking9%
Over-sentimental9%
Tearjerking8%
Poignant8%
Whimsical7%
Jolly4%
Funny4%
Hallucinogenic2%
Saccharine2%
Confusing1%


And how long will the festive creation last?

Answer options Response Percent
1 minute 6%
1 minute 30 seconds 26%
2 minutes 26%
2 minutes 30 seconds21%
3 minutes12%
3 minutes 30 seconds5%
Longer than 3 minutes5%

Survey of 1000 Mumsnet users in October 2016. The data has not been weighted.


So, according to the most popular predictions, the ad will consist of a 'cute kid' (predicted by 17%) in a 'chaotic family household' (28%) with the message being 'a simple appreciation of Christmas and all that it means' (31%). The soundtrack will be a 'tearjerker' (22%) and the overall tone will be 'sentimental' (18%). And the predicted duration is a very specific 2 minutes 12 seconds.


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Last updated: 5 months ago