This Year's John Lewis Ad Is Unconventional

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Post on Nov 14, 2024

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This Year's John Lewis Ad Is Unconventional: A Shift Away from Sentimentality?

John Lewis, the beloved British department store, has long been synonymous with heartwarming Christmas adverts. Year after year, their commercials have tugged at our heartstrings, telling stories of love, friendship, and the true meaning of the holiday season. This year, however, the brand has taken a different direction, opting for an unconventional, more whimsical approach that has sparked both praise and criticism.

The 2023 advert, titled "The Beginner's Guide to Giving", features a diverse cast of characters learning the "art" of giving. The narrative is playful, focusing on everyday gestures of kindness rather than the grand, tear-jerking moments that have become synonymous with the brand.

Gone are the poignant narratives of previous years, like the singing penguin or the little girl who brings a lost bear back to life. Instead, the new advert emphasizes the small, joyful acts that make the season special: a child sharing their toy, a neighbour offering a helping hand, a stranger's kind word.

This shift in tone has been met with mixed reactions. Some applaud the brand for moving away from the expected, embracing a more inclusive and relatable narrative. Others find the advert lacking the emotional depth and storytelling that has made John Lewis Christmas ads such a beloved tradition.

Here's a breakdown of the pros and cons:

Pros:

• Relatable and Inclusive: The advert features a diverse cast and focuses on everyday acts of kindness, making it relatable to a wider audience.
• Fresh and Innovative: The unconventional approach breaks away from the traditional "John Lewis Christmas Ad" formula, offering a refreshing take on the holiday season.
• Positive Message: The focus on giving, even in small ways, encourages viewers to spread positivity and joy.

Cons:

• Lack of Emotional Impact: Some argue the advert lacks the emotional punch of previous campaigns, which relied on more sentimental narratives.
• Departure from Tradition: The shift in tone may disappoint those who cherish the classic John Lewis Christmas ad formula.
• Less Memorable: The advert may not resonate as deeply with viewers, potentially making it less memorable compared to past campaigns.

Ultimately, the success of this year's John Lewis Christmas advert will depend on its ability to connect with viewers on an emotional level, despite its unconventional approach. Whether it becomes a beloved classic or a forgotten blip in the brand's history, this year's campaign is a testament to John Lewis' willingness to experiment and evolve.