John Lewis’ much-anticipated Christmas advertising campaign goes live tomorrow (Saturday November 9) when, in a first for ITV, John Lewis will take a whole advert break in ‘The X Factor’ exclusively. This will be preceded by a teaser campaign, again exclusively on ITV.
The advert takes the form of an animated festive woodland adventure and focuses on the friendship between a bear and a hare. Featuring the strapline ‘Give someone a Christmas they’ll never forget’, the story evokes the excitement of a first Christmas. It is set to a cover of Keane’s 2004 hit ‘Somewhere Only We Know’ sung by Lily Allen.
John Lewis marketing director Craig Inglis commented: “We wanted our advert to reflect the importance of finding the right gift for friends and loved ones – a theme which we have built on for a number of years. Through the use of hand-crafted animation, we’re hoping to evoke nostalgia and build anticipation ahead of Christmas.”
The campaign kicks off with a 120-second TV advert on November 9 and is supported by a combination of three shorter versions for six weeks. The total campaign cost, including all production and media, is £7 million.