Forget Elton. The insight’s the star of this spot.

(Elton) John Lewis & Partners has done the impossible. No, not beating 2011’s The Long Wait. Making the man who’s (probably) got everything seem like one of us. Making you believe in the power of a present, whoever you are.

I’ve never been a fan of the John Lewis ads (for effectiveness yes, as a punter, no). With a default setting of grumpy, I don’t like it when you can smell ‘make the nation sob’ on the brief (Penguin, Moon Man, I’m looking at you). All I could think about in Bear & the Hare was that Hare would have been eaten about two seconds into the spot. Give me Tiny Dancer for home insurance over the usual Christmas hero/ twist /cry format anyday. 

With this year’s effort, they’ve changed my mind. This ad could have worked without Elton (it’s reminiscent of Always a Woman and Tiny Dancer) because it subtly observes and says what we all feel.

Elton isn’t the idea…but he’s a great way to deliver it. With him, aside from the obvious publicity and buzz, you get an extra message: get it right this year and who knows what you might be giving to their future.

The hero ad doesn’t need to show what JL&P are selling because it talks about what we’rebuying…The difference a thought can make. The effort that goes into searching for the right one. The power of a present.

That’s why the insight’s the star this year, not the Rocket Man.