John Lewis knows just how to launch a Christmas campaign that will engage and deliver the goods.
The UK retailer kicked off the season with “The Boy and the Piano” ad starring Sir Elton John, which was critically hailed for tugging at our heartstrings with a story of the power of a gift.
Now, round 2 has now launched, representing a harder sell of products than ever before in the company’s history, with a soundtrack by the Rocketman himself.
Served up in 10-second morsels, John Lewis has crafted eight ads associated with brands including Google, Nespresso, Microsoft, LEGO and GoPro with musical accompaniment carefully curated from Step into Christmas to Crocodile Rock.
Other brands and tracks featured in ads include:
- Dyson, Something About the Way You Look Tonight
- Bose, Crocodile Rock
- Apple, Daniel
More astute viewers will note that each ad is set in the same lounge where Sir Elton plays piano in the hero Christmas ad.
For the first time ever, we've rebuilt the set from our Christmas ad in-store Free to visit in Oxford Street, kickstart your festive celebrations with a tour of the set and a range of experiences, including a giant floor piano! Find out more here: https://t.co/Y4EBVemdD1 pic.twitter.com/OkVNTiBu4F
— John Lewis & Partners (@jlandpartners) December 4, 2018
With stiff competition from rivals including Debenhams, Marks & Spencer and House of Fraser, John Lewis is heavily invested in this campaign. “The department store has been firm that its big budget Christmas campaign is an important investment for the brand, and a ‘crucial’ part of its overall marketing campaign to drive sales throughout the Christmas trading period,” reports The Drum. “Previous Christmas efforts have yielded up to 20 times the ROI for John Lewis.”
Coincidentally, another star of Twitter’s UK holiday ad this year is an American named John Lewis. The computer science lecturer who lives in Virginia has the Twitter handle @johnlewis, and is regularly mistaken for the retail store, whose handle is @jlandpartners.
When people tag him, he directs them to the store, along with personal quips:
I deliberately slept in a bit this morning. Big mistake.
— John Lewis (@johnlewis) November 15, 2018
In a Twitter film he’s seen replying to tweets and references to the John Lewis ads of years gone by, such as toy penguins (“Monty’s Christmas”), a telescope (“Man in the Moon”) and an alarm clock (“The Bear and the Hare”).
The spot concludes: “This Christmas. Join the conversation. Even if it’s by mistake.”
— Twitter UK (@TwitterUK) November 19, 2018