Created in partnership with John Lewis’ long-term ad agency, Adam & Eve/DDB, with media planning and buying from MG OMD, this year’s Christmas ad responds to the customer insight that people want joy this year, after a disappointing festive season in 2020. It also arrives a week earlier than usual, as research shows people are eager for Christmas to begin.
“Joy and escapism came out as it as keywords,” Claire Pointon, the customer director, said about the insight behind John Lewis’ Christmas ad this year.
“We wanted to get across that Christmas is not just about gifting. There are many moments that make up Christmas – whether that is decorating the tree or hosting your family and friends. There are many moments that we heard our customers really missed last year.”
She added that last year the brand had to strike the right tone in terms of the mood of the nation, which is why it focused on kindness with “Give a little love”.