John Lewis Xmas Advert

[BeforetheFlood]

In all the upheaval surrounding the Queen's death I'm sparing a thought for the JL advertising execs who were probably just putting the finishing touches on this year's Christmas advert, and now have to go back to the drawing board and put together something paying homage to the Queen.

So - what do you think? A montage showing families through the decades sitting down to watch the Queen's speech, with a wholesome message about change being inevitable but JL being by our side throughout? Cut to pic of King Charles at the end, and the whole thing set to a wistful acoustic version of Who Wants to Live Forever, and discreet product placement of Paddington bear toys? Place your predictions here!

I'm really sorry to read that kissingfrogs The advert brought up some very negative memories and emotions for me too, though on a more trivial level.

I've gone from being a big JL shopper to being much less loyal and finally to actively avoiding them in the space of about 2 years. This advert (following on from the house-trashing brat one last year) shows how much they don't want me as a customer.

I've just watched the ad linked above.
Its annoying, to say the least ...

Count your blessing . At least they had a womb owner in it, although in a subservient role.

My friend who works in jl told me customers were complaining that they were open during the jubilee...but didn't get the irony that they were in there shopping at the time...she said most customers are rude and entitled in jl, i can believe it.

Depending on what it is, not impossible at all. I work in advertising and we have only just started work on a Christmas TV ad brief that came in late (though we do have a busy couple of months ahead!!). I gather the John Lewis concept was only signed off a few weeks ago and is currently in production.

Me too, I was a prolific shopper at JL, perhaps they should be redirecting their efforts to find out why they are losing so many female shoppers. Or perhaps they no longer care.

JL have just published a huge loss of 99 Million this morning - eye watering! So they are clearly getting things very very wrong.

Why go after the male audience when the majority of people shopping in JL are actually women. Sexist idiots that will turn a fantastic brand into shit in less than two years...slow clap.

Everyone loves dogs, kids, Yoda and skateboards.

Why not the wise old Jedi in voiceover talking over a six year old dressed in a junior Beefeater costume, leading a Corgi (Greyfriar's Bobby style) to a gravestone.

They sit down, hug each other and the dog whimpers a bit, and licks the kid's face.

GRAVESTONE
"Royaller than the Royalist Queen ever!!!
Elizabeth II (1926 - 2022)
Watered by the tears of a grateful nation.

Sponsored aby John Lewis"

YODA (voiceover):
Wise was she, this Elizabeth Queen
Heart of nation, held in breast.
Weep you now, for way of force has she taken.
Remember, loyalty pass now must to Charles.

Then Yoda skates in, does a pirouette, gives a thumbs up, opens his gown to reveal the John Lewis logo.

Disney will go for it; it's got class written all over it.

:( sad face ... but coping :)

A snowman and a snowwoman embark on a pilgrimage to the North Pole so that they can remain together for eternity.

We see them cross lots of London landmarks.

Then they come across the end of The Queue. They smile wistful at each other and join it.

Cut to inside Windor Halls hours later and a Beefeater threads through two puddles, each with a carrot in the middle.

Sam Ryder belts out Only The Good Die Young.

Why do you think they are losing shoppers?

People whinge about that as well. "Why is all the parenting left to women?! Why can't TV normalise men being primary carers?!" Etc etc

Loving these ideas, especially the snow people: current, but with a bit of nostalgia thrown in. We should have a MN creative team to pitch to all the companies who get it so wrong, so often.

I totally get that NC, which is why it's a difficult line to tread. The advert that had the mum instructing the dad how to look after his own kid via Alexa was shit in that it made out it was her responsibility (even when she wasn't there) and he was her clueless subordinate. This one entirely erases the mother. She is faceless, passive and absent, which I'd wager is hardly representative of the vast majority of mothers and feels like a kick in the teeth to women doing the lion's share of the emotional and physical labour in the early years. And who also happen to be the JL core customer.

John Lewis is a partnership, they have no shareholders and staff get a share of profits (if there are any).

The agency start working on the ad in February so no, they won't be going back to the drawing board.

JL is too expensive. Which is why it's losing money. You can get most of what they sell elsewhere, for less.

Terrible advert is that the Xmas one? Where is the mum? Or is it celebrating dads whilst mums are forgotten?

I think you should trademark your idea OP! I think you're bang on the money. I struggle to sit through their ads though all very sickly sweet.

Agreed, I work in advertising and the Christmas campaigns have long since been wrapped up. We’re on to Easter!

They don’t sell much of what many of us are looking for. The shoe section is terrible, rubbish bags, clothing is a cross section not aimed at anyone. They should be aiming for stylish neutral capsule wardrobes that suit most people and sell the whole thing - similar to what is easily available in Florence.

They need to improve customer experience with free make overs if you spend over £10. Skin specialists and have relaxing music - they need staff that can help customers to find things and generally go more up market with every day items as a side line. That would bring me back

Thoughts..?!

My thoughts are that I see what they are trying to do but it’s not what people want to see.

John Lewis lost £500 million last year, I wonder how much they spent on the advert?

It doesn’t look that expensive but probably more than we’d think .Marketing and brand awareness is important for business though.

It that actually the advert? What a load of rubbish.
Not very Christmasy. Doesn't really give an indication of what they actually sell. They never do. They are always a twee little story but nothing to really say "this is what we have in for sale in store for Christmas" Do they sell specific Christmas things like trees and ornaments - would have been nice to see some of that.

I don’t think JL have to display everything they sell in the Christmas advert. Most people know what they sell, they have a huge website to look at.
And people seeing the advert will do that.

Fair play @WaitroseorBust for nailing the skateboarding prediction!!