John Lewis Christmas ad - a woman on the moon?

Now how about this for a surprise? A John Lewis ad which is not about (in no particular Chronological order) a man on the moon (here) or about an aging rockstar (here) or an odd Christmas tree (here) or a school play about a famous band (here)? You better believe it. The ad is about - and I assure you I am not lying - a woman shopping for a gift for her sister. Yes, I know, very unexpected. So with John Lewis having "15 minutes to close" the woman goes on a Proustian trip of her relationship with said sister - all within the branch. Anything that John Lewis sells is featured from clothes, to jewelry, to furniture, etc... The ad recounts the regular relationship between two siblings - from camaraderie as kids, to jealousy as teenagers, to what seemed to be estrangement as adults, to reconnecting, to... well, there you go - a Christmas festive present. "The secret to finding the perfect gift? Is knowing where to look" goes the ad. What I loved most is when the two sisters embrace and one chides the one who was buying the present that it took forever for her to be out of the store, the main actress (Margret Clunie) says "it was your fault". Forever sibling love and rivalry, and women on the moon. See the ad here.

John Lewis and a predictable 2022 Christmas outing

John Lewis... Check here and here as examples.

Yes, they could go no wrong in their Christmas ads. Except this year, no just to me but to someone else as well, it was all too predictable. Why would a middle aged man want to start learning to skate suddenly and not very well one must be reminded? Obviously there is a child involved - this much is clear.

Sure sure the ad is well-executed, manages to give the aura of a beginner who is trying hard. The enthusiasm and lack of patience are obvious and nicely translated as his wife tries to be the one with the rational head. In case you are wondering who the child in question is? No, not his own kid living with a divorced ex as I had assumed, but rather - a foster child. "Over 108,000 children in the UK are in the care system. We’re making a long-term commitment to support the futures of young people in care” - the ad stresses the point in the end.

No marks for guessing that the foster child in question is a keen skateboarder.

Do watch the ad on this link here.

Well, this is not "man on the moon for sure", The Guardian labeled it "the most unapologetically depressing thing in human history" (here) which of course is an exaggeration. But perhaps not by much.

A Christmas of big fat productions and little else.

Doc Morris or how Christmas ads should be done

Well, after Coca-Cola's forgettable Chimney Christmas ad (here), now comes the McDonald's lackluster one (here), I also saw (the usually very good) John Lewis which itself was underwhelming (here), and then Tesco's foray which - along the rest of them - is cute but only so (here). It seems this is the year of big productions with large budget but short-thrifted in terms of ideas. Nothing here is memorable - or will stand the test of time (such as John Lewis featuring Elton John - here - or the "man on the moon" 2015 jewel - here). Compare this year's crop to Doc Morris pharmacy 2020's incredibly heartwarming ad of the grandfather who is out of shape and who has "found his purpose" as he trains daily for some objective we never understand (until the wonderful denouement of the ad!) - please watch the ad here to see the difference in tone, memorability, and yes, emotional value.