People are always looking for clues to discover the John Lewis & Partners Christmas ad and after 10 years of keeping it a secret, our worst fear materialised – it had been leaked! How could we build anticipation when people knew what they were looking for? By building intrigue and mystery, we knew we could get people guessing about the ad again.
Partnering with ITV we identified the most popular shows with the most memorable theme tunes, swapping them for piano versions. These theme tunes hadn’t been touched since launch. Coronation Street hadn’t changed its theme tune for 60 years!