John Lewis's Christmas Ad: Divisive Or Brilliant?

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Post on Nov 14, 2024

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John Lewis's Christmas Ad: Divisive or Brilliant?

Each year, the unveiling of the John Lewis Christmas advert is a highly anticipated event. This year, the ad, featuring an animated story about a lonely penguin who finds friendship with a young boy, has once again sparked debate. While some hail it as a heartwarming masterpiece, others criticize it for being overly sentimental or missing the mark on the festive spirit.

The ad, titled "The Beginner," tells the story of a young boy who finds a penguin on his doorstep. Despite their differences, the boy, named Sam, befriends the penguin and helps him learn to navigate the joys of Christmas. The animation style is whimsical and charming, with a soft, melancholic tone that underscores the themes of friendship, acceptance, and finding belonging.

Arguments for Brilliance:

• Heartwarming Story: Many viewers have praised the ad's emotional impact, finding it both heartwarming and poignant. The message of friendship and acceptance resonates deeply, especially during a season that often emphasizes togetherness and family.
• Visual Storytelling: The animation, with its delicate details and captivating characters, adds depth and emotion to the narrative. The ad visually conveys the joy of Christmas, the beauty of friendship, and the power of embracing differences.
• Strong Brand Connection: The ad effectively aligns with John Lewis's brand identity, emphasizing the values of kindness, generosity, and community. It reinforces their reputation for quality and thoughtfulness, creating a positive emotional association with the brand.

Arguments for Divisive:

• Overly Sentimental: Some viewers felt the ad's emotional tone was excessive, finding the narrative too saccharine and lacking in genuine humor. The melancholic undercurrent, while appealing to some, could have felt forced or contrived to others.
• Lack of Festive Spirit: A few critics argued that the ad lacked the traditional Christmas cheer and focused too heavily on the themes of loneliness and acceptance. The absence of traditional Christmas imagery or activities might have disappointed some viewers.
• Missed Opportunity for Diversity: While celebrating friendship and acceptance, the ad lacked representation for diverse families and communities. This omission could have been perceived as a missed opportunity to celebrate the inclusivity of the holiday season.

The Verdict:

John Lewis's 2023 Christmas advert has undoubtedly sparked conversation and debate. While some viewers found the ad deeply touching and relatable, others felt it lacked the festive spirit and humor they expect from the annual tradition. Ultimately, the ad's success will depend on its ability to resonate with its target audience and create lasting memories.

The discussion surrounding the ad highlights the evolving expectations around holiday advertising. As we move toward a more diverse and inclusive society, brands like John Lewis are challenged to balance their desire for emotional connection with the need to represent the breadth of the holiday experience. Whether "The Beginner" ultimately succeeds as a "brilliant" or "divisive" ad remains a matter of individual interpretation and perspective.