John Lewis, a leading British retailer, launched its Christmas campaign on Saturday featuring a cover of Elton John’s “Your Song” performed by Brit Award winner Ellie Goulding.
The 60-second spot, created by Adam & Eve Advertising agency, uses the tagline: “For those who care about showing they care” and focuses on everyday people, and their effort and work that goes into delivering the perfect gift.
We see parents sneaking a big toy horse past their children, boyfriends trying to wrap a bag in a library for his girlfriend before she turns up, people braving the elements, and so on. The ad fittingly ends with a scene where a boy leaving a Christmas stocking for the family dog. Cue the tagline, and fade to black.
John Lewis Christmas Commercial 2010 – For those who care about showing they care
The 60-second spot will be followed up by two 30-second variations of the original ad. The campaign will run for five weeks and will be supported with by catalogues, in-store and online marketing, including a significant push on the retailer’s social media channels.
Sidney Rogers and Harry Bugden created the commercial. The production company was Partizan, and the ad was directed by Eric Lynne and produced by Russell Curtis. The new version of the track performed by Brit Award winner Goulding was produced in collaboration with Ben Lovett from Mumford and Sons. Media planning and buying is through Manning Gottlieb OMD.
The shoots of the commercial started on July on location in Scotland, including Loch Lomond. Watch The Making of the John Lewis Christmas TV Ad video below.
The Making of the John Lewis Christmas TV Ad
Released: November, 2010
Client: John Lewis
Advertising agency: Adam & Eve, London
Creative Type: Television
Country: United Kingdom
Production Company: Partizan
Director: Eric Lynne Producer – Russell Curtis
Director of Photography: Mattias Montero
Creative Directors: Ben Priest, Ben Tollett & Emer Stamp
Creatives: Sidney Rogers & Harry Bugden TV Producer – David Riley
Editor: Sam Sneade at Speade
Sound: James Saunders at Jungle Post – MPC