John Lewis have been making families everywhere cry a few sentimental tears for a few years now. Every Christmas, they come out with TV adverts that resonate with our sentimentality, firmly cementing their place along side Cocacola in the Christmas advert stakes. It’s an internet event when the John Lewis Christmas advert comes out every year – and so it should be. It’s boosted awareness of the brand among people who wouldn’t necessarily shop there, and it’s become a Christmas institution in the process.
John Lewis’s head of marketing says “We don’t go into it thinking, ‘This is going to be huge,’ just getting something right for the brand at this time of year and something we hope customers really love.”