John Lewis Christmas Ad: Two Sisters Story

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Post on Nov 15, 2024

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John Lewis Christmas Ad 2022: A Tale of Two Sisters and the Power of Connection

John Lewis's annual Christmas advert is a highly anticipated event, often setting the tone for the festive season. In 2022, the retailer departed from its usual heartwarming animal-centric narratives, opting instead for a more human-focused story centered around the relationship between two sisters. Entitled "The Beginner's Guide to Belonging," the ad, directed by Jake Scott, eschewed the sentimental schmaltz of some previous years for a more subtle, yet equally affecting, portrayal of family connection and the complexities of sibling relationships.

The advert follows the journey of two sisters, separated by age and life experiences. The younger sister, brimming with youthful energy and enthusiasm, is shown navigating the early stages of her adult life, wrestling with the challenges of independence and self-discovery. She's depicted engaging in activities associated with youth culture - friends, social media, and a new found independence. The older sister, meanwhile, presents a more established persona, seemingly settled into her routine and reflecting on her past. A tangible sense of distance exists between them.

The narrative subtly unfolds, highlighting both the contrasting lifestyles and the underlying bond between the sisters. The visual language is understated, relying heavily on natural lighting and realistic portrayals of everyday moments. Rather than grand gestures, the emotional connection is built through small interactions: a shared glance, a fleeting touch, a knowing smile. The ad masterfully uses these small details to convey the depth of their sibling relationship.

The pivotal moment arrives when the younger sister's seemingly carefree life experiences a setback. Facing a challenge, she turns to her older sister, revealing a vulnerability not previously shown. This act of reaching out forms the emotional core of the advertisement, showcasing the enduring power of sibling bonds even amidst differences. The older sister's response is one of understanding and unwavering support, highlighting the comfort and strength found in familial relationships during times of difficulty.

The advert's soundtrack, featuring the song "Together in Electric Dreams" by Philip Oakey and Giorgio Moroder, adds a layer of nostalgic charm and reinforces the themes of shared memories and enduring connection. The music subtly underscores the emotional progression of the narrative, perfectly complementing the visual storytelling.

Unlike some previous John Lewis ads that heavily promoted a specific product, "The Beginner's Guide to Belonging" focuses more on the emotional connection, using the product (a range of gifts aimed at different age groups) subtly as a backdrop to the sisters' story. This approach allowed the narrative to resonate more deeply with viewers, emphasizing the feeling of belonging during the Christmas season rather than focusing on consumerism.

The ad sparked a variety of reactions online. While some praised the shift towards a more realistic and relatable portrayal of sibling relationships, others found it less emotionally impactful than previous campaigns. However, the overall reception was generally positive, with many appreciating the advert's focus on the enduring power of familial bonds and the subtle yet effective storytelling.

In conclusion, the 2022 John Lewis Christmas advert successfully deviated from its usual formula, offering a nuanced and relatable exploration of sibling relationships. "The Beginner's Guide to Belonging" prioritized emotional connection over overt sentimentality, resulting in a heartwarming and thought-provoking narrative that resonated with viewers on a deeper level. It cemented John Lewis's reputation for creating emotionally resonant Christmas campaigns that capture the essence of the festive season.