Marissa Brassfield
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There’s no doubt that the doldrums of the current global economy will heavily influence this holiday shopping season, but this ad by Lowe London for John Lewis hopes to attract buyers of a different sort. The £5.6-million John Lewis campaign shows intimate shots of individuals, followed by the perfect present for that individual. The lover in the first image gets a set of tapered candles; the drowsy man in the second image gets an espresso machine. The strapline, “If you know the person, you’ll find the present,” brings the theme of perfect gifting home. I typically detest holiday shopping ads, but John Lewis’ holiday campaign strikes the right chord. One excellently-chosen gift that is perfect and appropriate for its recipient is better than thousands of impersonal gift cards or standard, thoughtless gifts. The soundtrack to this ad also adds to my appreciation of it; the classic “From Me to You” recorded by The Beatles and penned by Lennon/McCartney has been re-recorded with vocals from Matt Spinner. The John Morris holiday ad was created by a team that includes copywriter and art director Ed Morris, production company Therapy Films and director Malcolm Venville.  Says Craig Inglis, Head of Brand Communications for John Lewis: “We think the atmosphere will be very different amongst shoppers this Christmas, with big statement gifts giving way to more considered, personalised gifting. Our Christmas campaign reflects a more reflective and thoughtful approach to present buying, whereby each gift is chosen with real consideration and care.
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