John Lewis // keeping Christmas sweet.

As Christmas draws near, there's one brand we can always count on to continue with the same formula they've had for years, and that's John Lewis. For me though, they managed to get the execution spot on in 2011 and anything since then feels like it's trying to do the same thing but having to work a whole lot harder. And it's just simply not as good.

This year's Christmas advert 'The Journey' follows the story of a snowman in his journey across various landscapes to bring back a Christmas gift for his snow-woman friend. Ultimately it's a bit of symbolism drawn out to a lengthy 1 minute 30 seconds in order to try to create a sense of depth and gravity, but I'm afraid this one misses the mark for me.

Let's see what next year holds shall we?

This ad was created by:

You can view all the previous John Lewis Christmas ads here.

Keeping it sweet // John Lewis Christmas Ads.

Continuing the theme of Christmas advertising I wanted to share these John Lewis advertisements, which take a slightly more traditional, but effective, approach to Christmas than the Harvey Nichols advertisements featured on this Blog.

In this article on The Drum website, the effectiveness of emotive advertising is highlighted and identified as a continuing and growing trend in U.K. advertising.

Written by Patrick Danaher, Marketing Director of gyro, the article identifies recent successful campaigns that have "used emotional engagement and entered the public subconscious as a result."

It is important to remember here that the goals of advertising are not simply to be noticed, entertain or amuse, but also to influence and even alter behaviour and/or attitudes. Emotive advertising it appears is still the most popular means by which this is achieved.

This takes me now to the past John Lewis Christmas adverts, where a nice emotive theme has been strung throughout these over the years.

Harvey Nichols // a new perspective on Christmas advertising.

Just came across these thanks to a wonderful friend. 

Forget themes of joy and wonder, of discovery and people coming together in celebration. In its 2011 Christmas campaign, Harvey Nichols ensured it did not fall into this broad category of typical Christmas ads, at what can be such a retail and advertisement-cluttered time of year. 

Standing apart from the rest, Harvey Nichols took a slightly controversial approach. A new spin on the "walk of shame", suggesting it is avoided by looking classy (by wearing Harvey Nichols womenswear, of course) when returning home after a one-night stand. 

There was a slight backlash on this viral campaign, but it was definitely worth the attention. I'd prefer to look classy, wouldn't you? Oops I mean, how rude. How dare you Harvey Nichols, to suggest such a thing... 

I'm guessing this advert won the majority vote. A job well done.

Had to include this one as well, the 2010 Harvey Nichols Christmas ad. A little bit wrong, but way too much fun not to share.

Creative Agency: