There was a time when the televisual Christmas beacon was lit whenever we first heard the “holidays are coming” Coca-Cola jingle, but for the past decade (at least) that torch has been passed to John Lewis and their annual festive weepy. It all started back in 2007 when the retailer decided to rejoin the Christmas ad race with a $6 million campaign that failed to ignite. It wasn’t a “real “John Lewis ad though, at least not as we’d come to know them in the years to come.
Another ad arrived the following year, taking the now-traditional quiet, reflective cover of a popular song (The Beatles, of course) and paring it with a shamelessly emotional story. It didn’t really tell a story though; it was just an (albeit quite lovely) montage. It wasn’t until 2011 that the pieces finally began snapping into place for the brand and their agency, Adam&EveDDB.
“The Long Wait” set the standard that was to follow by subtly integrating the brand into a larger, emotionally driven narrative that emphasised the joy and anticipation of giving rather than the products themselves. Such storytelling not only fostered an emotional connection but also placed the brand as a facilitator of genuinely warm, festive moments.
The typical John Lewis ad is designed to trigger an emotional response and balance sentimentality without being overly serious or sad. The common denominator has always been heartwarming storylines involving children, imaginary friends, and fairytales, all contributing to a strong empathetic connection with the audience that’s all tied together by a familiar song given an unfamiliar spin. It was a winning formula that even birthed and handful of number one records.
By 2020, however, public opinion appeared to sour on the formula, perhaps because of COVID (did anyone really feel Christmassy in 2020?) but more likely because it had all become a little predictable. This is, of course, probably why John Lewis decided to part ways with their agency and wipe the slate clean, so to speak. But the results seem to suggest that the public misses the ‘traditional’ John Lewis Christmas Ad.
What’s Different This Year?
Of course, the most glaring difference this year is the agency behind the curtain. For the first time in over a decade, Adam&EveDDB have nothing to do with the spot. This year, it’s the first shot at the target for Saatchi & Saatchi and, if public perception is to be believed, they might still be finding their feet with the property.
The 2023 ad features a young boy, “Alfie,” who nurtures a seedling into a large Venus flytrap, Snapper. The story follows their bonding and Alfie's desire to include Snapper in the family's Christmas traditions. Despite some initial resistance from his family, Alfie's persistence pays off, and Snapper is eventually embraced as part of their celebration, even playfully unwrapping presents.
Snapper, despite being a carnivorous plant, aims to win over audiences with its underdog story and message of embracing new traditions. The spot has elicited a range of responses. Some viewers drew comparisons to the 1986 film "Little Shop of Horrors", given the Venus flytrap's central role. Others expressed being emotionally moved by the story, highlighting the ad's ability to connect with its audience on a deeper level despite its unconventional protagonist. For most viewers and industry pundits, however, something about it rings hollow.
On the surface, the new ad maintains the brand's tradition of telling heartwarming stories but shifts its commercial strategy. The focus has moved from thoughtful gifting to embracing new traditions, a theme resonating with the public during uncertain times. This shift also reflects John Lewis's own journey in adapting to a changing market landscape.
However, the operatic Andrea Bocelli song "Festa", specifically written for the advert, doesn’t quite resonate, perhaps because of its unfamiliarity? All credit to S&S for breaking with tradition but, for me at least, it’s a swing and a miss.
How will history remember “Snapper”? Will it be remembered at all? The spot, while still representing the traditional narrative approach, seems to reflect an experimental phase for the brand as it navigates changing consumer sentiments and market trends.
However, given John Lewis's track record and their understanding of impactful storytelling, there is a strong possibility that they will recalibrate, use what they’ve learned from this experiment and return with an ad next year that recaptures the full essence of their renowned Christmas magic. Saatchi & Saatchi have done more with less in the past so let’s not count them out just yet.
