Cute dragon, what happened to the rest of the strategy...?
Bah humbug and all that I know... In my defence I love a good Christmas ad, usually I can't fight the feeling (that a great one gives me) and the John Lewis one has cemented itself a position as truly being the start of the season. This year however I feel like that's it, that just being a John Lewis ad with an adorably purchasable character was the strategy. Sure its a lovely story and the production values can't be faulted but for me it doesn't speak to John Lewis as a brand, or what they offer at this time of year (beyond Christmas spirit and, clearly, Christmas pudding). I'm not sure that joy of gifting, the search for the right gift or the array of exciting possibilities is to be found here at all. Undoubtedly there is a lot of heart on display here and I hate to be all left brain about it, especially when it comes to Christmas but I'm just not sure what John Lewis are trying to do here beyond knowing that everyone expects them to have an ad (and that it should feature this years must have cuddly toy). I feel like the rest of the strategy got left on the table somewhere - but maybe this year I'm just playing the role of Scrooge... I assume you can all play the role of ghosts of Christmas past, present & future in the comments below, lets see if I need to learn a lesson (or not)
Strategic Marketing Leader, Global Brand Director, Client Director, passionate advocate for purpose & sustainability
5 年I just love the little dragon’s searching eyes....does this have to be about strategy? Isn’t it about warmth and community at Christmas....? And they do it brilliantly
Global Senior Director @ Coty | Marketing Transformation & Innovation Lead | Passion for Marketing, Passion for People | Ex P&G
5 年The creative and emotion is good. Their historical campaign and long term strategy means they earn media on their Xmas adverts no matter what they do. My only question is on distinctive assets. Every year the execution is totally different and the only thing similar is the acoustic cover style of the music. Didn’t notice it was joint with Waitrose. I doubt anyone did.
I can see why one may be underwhelmed... I am too. This is the first joint JL+Waitrose Christmas ad (hence the pudding). They had an attempt, creatively a strong one, but the creative can’t solve for the lack of brand strategy and neither brand won. The one with Elton John was still my favourite :)
Freelance Marketing Consultant
5 年I couldn’t agree with you more Jon Plant. As ever, articulated far better than I ever could!
Brand Marketing and Creative Excellence at Pernod Ricard - Branding | Content | Communication | Advertising | A.I Experimentation | Innovation and Strategy.
5 年Each one gives the best they have/could??? At John Lewis you can find the best that you can give?!?! (ok, I'm pushing it)