It's beginning to look a lot like Christmas: John Lewis Ad 2017 #MozTheMonster

Some of the World's top creative minds have been employed. 

Millions have been spent. 

The film has been months in the making and shrouded in secrecy.

Journalists had even had to sign legal non-disclosure agreements prior to watching pre-launch copies.


You'd be forgiven for thinking this was about the release of the next big Hollywood blockbuster, but no, this is all about the launch of the much anticipated John Lewis Christmas advertising campaign which was debuted last week during Gogglebox.



Over the past decade the department store has turned its festive adverts into an annual media frenzy.

Like Coca-Cola, the chain have managed to make their campaigns an iconic mark of the start of Christmas. No easy feat.

It has produced an array of tear-jerking ads, from the romance between two snowmen, to Monty the penguin, the sad tale of a lonely man on the moon and last years bouncing Monty the boxer dog.

All with the underlying heart-melting message of the joy of giving at Christmas and self-sacrifice.

This year it has once again pulled out all the stops to create another memorable campaign featuring Moz, a huge, under-the-bed, snoring, farting, Monster.



Doesn't sound too heart-warming does he?

But his puppy dog eyes and his sweet, unconventional friendship with a little boy is what does it.





Academy award winning screenwriter, Michael Gondry, the director behind Eternal sunshine of the spotless mind, was the brains behind this two-minute wonder.

As well as the story and the imagery, another hugely anticipated and talked about aspect of these campaigns is the soundtrack, which is usually a slowed down cover of a well know song.

And this years ad is absolutely no different as it features a classic Beatles song, Golden Slumbers from the 1969 Abbey Road album, re-recorded by rock-band Elbow.

John Lewis definitely found a winning formula all those years ago and are determined to stick to it!

Not without criticism though. 

Sarah Vizard, news editor of trade journal Marketing week, described it as 'Standard John Lewis schmaltz' and warned that one Christmas soon the department store might need to come up with new ideas to keep customers interested.

And the cost of all of this?

An estimated £7 Million!!!

"The festive season accounts for such a significant proportion of sales that there can be no holding back on ad spend" says Leo Rayman, chief executive of Grey London, the ad agency behind M&S's Paddington Bear Christmas campaign.

"A bad Christmas can make or break a company's year" 

Retailers are facing a nail-biting run up to Christmas this year and a good advert can be the difference between a good and bad festive season.

Inflation, an unseasonably warm start to Autumn, consumer uncertainty around Brexit and a squeeze on disposable income have all hit sales in recent months.

A recent survey by the CBI business lobby group showed high street sales falling at their fastest rate since the height of the recession in 2009.

John Lewis are particularly hoping for a good end to the year after it's profits halved at it's parent group, which also owns Waitrose, in the first part of the financial year.

In recent weeks the retailer has revealed a string of poor sales numbers, with takings down around 4% on the same time last year, with homewares and technology (big ticket items) particularly badly hit.

So what about this years advertisement?

Craig Inglis, John Lewis' customer director, said "This years Christmas campaign brings to life the power of children's imaginations and the joy of great friendships. Moz and Joe's story is magical and heartwarming."




But the campaign has been met this year with much more of a backlash than ever before with viewers on social media saying:








And there's thousands more where they came from!


What do you think? 

A true John Lewis Classic or a lack lustre and un-Christmassy?

Am I the only person here who LOVES Moz?

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