Christmas ad 2023

How John Lewis Ads Redefine Christmas Marketing

Every year, the release of the John Lewis Christmas ad is hotly anticipated by millions of people. These ads have become a staple of the holiday season, known for their heartwarming stories and emotional resonance. In this article, we will explore why these ads have been so successful, the creative process behind them, their impact on sales and brand recognition, and analyse some of the most popular ads. We will also look ahead to the future of John Lewis Christmas ads and discuss trends and predictions.

Understanding the Appeal of John Lewis Christmas Ads

One of the key reasons why John Lewis Christmas ads have become so beloved is their ability to create an emotional connection with viewers. These ads tap into universal themes of love, family, and generosity, which resonate deeply with people during the holiday season. By telling heartfelt stories, the ads are able to evoke a strong emotional response from viewers.

In addition to the emotional connection, John Lewis Christmas ads are also known for their art of storytelling. These ads often feature narratives that unfold over the course of several minutes, captivating viewers and drawing them into the story. By using storytelling techniques, the ads are able to captivate and engage audiences, leaving a lasting impression.

John Lewis Christmas advert 2023: Meet Snapper the flytrap

John Lewis Christmas advert 2023: Meet Snapper the flytrap

The Emotional Connection in John Lewis Ads

At the heart of every John Lewis Christmas ad is an emotional story that strikes a chord with viewers. Whether it’s a tale of friendship, love, or family, these ads aim to tug at the heartstrings. By creating an emotional connection, the ads are not just promoting products but also creating a lasting memory in the minds of consumers.

For example, in one memorable John Lewis Christmas ad, a young boy befriends a lonely penguin and goes to great lengths to make sure the penguin is not alone during the holiday season. This heartwarming story of friendship and compassion resonated with viewers of all ages, reminding them of the importance of kindness and companionship during the festive period.

How John Lewis and Waitrose collaborated on their first joint Christmas ad

How John Lewis and Waitrose collaborated on their first joint Christmas ad

The Art of Storytelling in Advertising

Storytelling has long been a powerful tool in advertising, and John Lewis has mastered this art. The ads carefully craft narratives that unfold in a way that keeps viewers engaged from start to finish. By using storytelling techniques, John Lewis is able to create a sense of anticipation and build emotional connections with viewers, making the ads more memorable and impactful.

One example of their storytelling prowess is the ad that tells the story of a little girl who dreams of being an astronaut. The ad takes viewers on a journey through her imagination, showcasing her determination and ambition. By the end of the ad, viewers are left feeling inspired and uplifted, as they witness the girl’s dreams come true. This powerful storytelling not only promotes the brand but also leaves a lasting impression on the audience.

Furthermore, John Lewis ads often incorporate elements of surprise and unexpected twists, keeping viewers on the edge of their seats. These unexpected moments add an extra layer of excitement and intrigue to the ads, making them even more captivating and memorable.

The Creative Process Behind the Ads

The creation of each John Lewis Christmas ad is a meticulous process that involves conceptualisation, planning, and execution. The team behind the ads works tirelessly to bring these stories to life and ensure they resonate with audiences.

Every year, the John Lewis creative team embarks on a journey of inspiration and innovation to deliver heartwarming and memorable ads that have become a staple of the holiday season. From the initial spark of an idea to the final product on screens, each step is carefully crafted to evoke emotion and create a lasting impact on viewers.

John Lewis’s care focused Christmas advert

John Lewis’s care focused Christmas advert

Conceptualisation and Planning

Before any cameras start rolling, the creative team at John Lewis spends months brainstorming ideas and developing concepts for the ads. They carefully consider the themes, messages, and storylines that will resonate with viewers. Once the concept is finalised, the team begins planning every aspect of the ad, from casting to locations to music selection.

During the conceptualisation phase, the team delves deep into understanding the audience’s sentiments and desires during the festive season. They aim to strike a chord with viewers by tapping into universal emotions of love, joy, and togetherness, ensuring that each ad not only sells products but also tells a compelling story that lingers in the hearts of the audience long after the ad has ended.


Once the planning stage is complete, the production team brings the ad to life. This involves shooting the scenes, coordinating with actors and crew, and ensuring that every detail is perfect. The production team works with precision and attention to detail, striving to capture the essence of the story and bring it to life visually.

From scouting locations to designing sets, every element is carefully curated to create a visually stunning and emotionally resonant narrative. The production crew works tirelessly behind the scenes, ensuring that every frame is a work of art that conveys the magic and wonder of the holiday season.

John Lewis Christmas Advert 2017: We Love The Monster

John Lewis Christmas Advert 2017: We Love The Monster

Impact of John Lewis Christmas Ads on Sales

While the primary goal of the John Lewis Christmas ads is not necessarily to drive immediate sales, their impact on consumer buying behaviour cannot be ignored. The emotional connection and storytelling elements in these ads can have a profound influence on consumers’ perceptions of the brand and their purchasing decisions.

John Lewis Christmas ads have become a cultural phenomenon, eagerly anticipated by viewers each holiday season. The elaborate storytelling and heartwarming narratives featured in these ads have captured the hearts of audiences worldwide. The ads often centre around themes of love, family, and giving, resonating with viewers on a deep emotional level.

Influence on Consumer Buying Behaviour

By creating emotional connections and telling compelling stories, John Lewis Christmas ads have the power to shape consumers’ perception of the brand. These ads evoke positive emotions and create a sense of goodwill towards the company. As a result, consumers may be more inclined to choose John Lewis when making their holiday purchases.

The emotional impact of these ads goes beyond just the holiday season. The stories portrayed in the commercials linger in the minds of consumers long after the festive period, influencing their brand preferences throughout the year. This long-lasting effect showcases the effectiveness of using emotional storytelling in marketing campaigns.

John Lewis sees a significant sales uplift following 'Man on the Moon' launch

John Lewis sees a significant sales uplift following ‘Man on the Moon’ launch

Boosting Brand Recognition and Loyalty

John Lewis Christmas ads have also played a significant role in boosting brand recognition and fostering brand loyalty. These ads have become an anticipated annual event, with viewers eagerly looking forward to each new release. By consistently delivering high-quality and emotionally evocative ads, John Lewis has created a strong bond with its audience, leading to increased brand loyalty.

The success of the John Lewis Christmas ads can be attributed to the brand’s commitment to storytelling and emotional connection. By focusing on creating meaningful content that resonates with consumers, John Lewis has solidified its position as a beloved and trusted brand in the hearts of many. This emotional branding strategy has not only increased sales during the holiday season but has also established a loyal customer base that extends far beyond just purchasing products.

Analysis of Popular John Lewis Christmas Ads

Over the years, John Lewis has released several iconic Christmas ads that have captured the hearts of millions. Let’s take a closer look at two of the most popular ads:

The Man on The Moon Ad

This ad tells the story of a young girl named Lily who, through her telescope, spots an old man living alone on the moon. The poignant narrative unfolds as Lily tries to reach out to the man by sending him a gift via a helium balloon. The emotional soundtrack and touching visuals create a heartwarming tale that resonates with viewers of all ages, emphasising the importance of empathy and human connection during the holiday season.

The attention to detail in this ad is remarkable, from the intricate set design of the moon’s surface to the subtle expressions of loneliness and longing on the man’s face. The overarching message of spreading love and kindness echoes throughout the ad, leaving a lasting impact on audiences long after the commercial ends.

The Bear and The Hare Ad

This enchanting ad unfolds in a magical woodland setting. A bear named Bear has never experienced Christmas due to hibernation habits. The heartwarming story follows the hare, Bear’s best friend. The hare endeavours to make Christmas special for Bear. She decorates his den and wakes him from hibernation early. The ad’s whimsical animation style and evocative soundtrack evoke wonder and joy. They underscore the importance of selflessness and the spirit of giving. This happens during the festive season.

The attention to detail in this ad is evident in the lush, hand-drawn animation that brings the woodland creatures to life with vibrant colours and expressive movements. The ad’s exploration of friendship and the joy of creating new traditions with loved ones strikes a chord with viewers, reminding them of the magic that can be found in togetherness and shared experiences.

Monty The Penguin

John Lewis’ Christmas adverts featuring endearing characters have proven enormously popular and profitable for the retailer. In 2014, the company introduced Monty the Penguin, the imaginary friend of a boy named Sam. Monty immediately charmed the British public, with the advert receiving over 7 million online views in the first 24 hours after its release. John Lewis soon made stuffed toy versions of Monty available in its stores, which sold over 48,000 units. The hugely successful Monty campaign helped drive a 4.8% increase in John Lewis’ profits that holiday season. By crafting heartwarming tales around imaginative characters like Monty, John Lewis has crafted Christmas adverts that delight the public while also boosting the company’s sales and bottom line.

The Future of John Lewis Christmas Ads

As the advertising landscape continues to evolve, it is essential for John Lewis to adapt and innovate to maintain its success. Let’s explore some trends and predictions for the future of John Lewis Christmas ads.

Trends and Predictions

With the rise of digital and social media platforms, it is likely that John Lewis will continue to explore new ways to reach and engage with its audience. We can expect to see more interactive and immersive experiences that allow viewers to become a part of the story. For example, imagine a virtual reality experience where viewers can step into the magical world of a John Lewis Christmas ad, interacting with the characters and exploring the enchanting settings. This would create a whole new level of engagement and excitement.

Additionally, sustainability and social responsibility are becoming increasingly important. We may see John Lewis incorporate these values into future ads. Picture a heartwarming Christmas ad that tells a beautiful story. It also highlights the importance of giving back to the community. John Lewis could partner with local charities and organizations. They could make a real difference during the holiday season. This would inspire viewers to do the same.

Maintaining Success in a Changing Market

The key to maintaining success in a changing market is to stay true to core values and principles. These have made John Lewis Christmas ads so successful. By continuing to focus on storytelling, emotional connections, and creating memorable experiences, John Lewis can continue to captivate audiences. They can maintain their standing as a leader in holiday advertising.

Furthermore, as technology continues to advance, we may see John Lewis incorporate cutting-edge techniques into their ads. Imagine a Christmas ad that utilises augmented reality, allowing viewers to interact with virtual elements in the real world. This would create a truly immersive and unforgettable experience, taking the magic of John Lewis Christmas ads to a whole new level.

In conclusion, the success of John Lewis Christmas ads can be attributed to their ability to create emotional connections. These ads have had a significant impact on sales and brand recognition. They have become a cherished holiday tradition for many. As we look ahead to the future, it is exciting to see how John Lewis will continue to innovate. They will continue to captivate audiences with their creative and heartwarming ads.

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