A lot of people have asked why I'm not raving about the John Lewis / Elton John Christmas ad. So, here's my attempt to explain.
On one level, the ad is undeniably a tear-jerker, but looking at it more critically, I find Elton's 'story' contrived, synthetic and, most importantly, John Lewis could have done so much better.
The world is changing. We're facing tough challenges on so many fronts and against this backdrop, I believe John Lewis could be doing so much more to demonstrate their essentially philanthropic roots. John Lewis is, after all, the largest employee-owned company in the UK and they could be doing more to make Christmas special for all of British society of which it is a quintessential cornerstone.
So, in the run-up to Christmas I'm going to suggest examples of better ads John Lewis could have made that (I think) would have forged a deeper, more meaningful connection with their customers. Just my opinion, but imagine if John Lewis had made the following ads?
(More examples as and when I find them.)