Who does the PR for John Lewis?

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By Elliot Roberts

What did we love so much about the last John Lewis Christmas advert? Why did it work so well, and why are adverts like that a PR agency's dream come true? There are those who dismiss these adverts as cheesy, pathetic, and silly, but no one can argue that they work, and they work well.

The advert featured a little boy who was obviously anxious for Christmas. Throughout the advert we are lead to believe he is obviously just looking forward to Christmas day and receiving his presents. This is sweet, and it's normal for a kid, so we don't think any less of him for simply being excited as all kids are.

The twist had us all crying. As soon as the little boy woke up, and went flying past his pile of presents at the end of his bed into his closet, we suddenly knew what was going to happen. He slowly walks into his parents room, smile on his face, and present in hand, and his parents are touched and surprised all at once. All this of course to the lilting tones of a lovely soft female voice singing a cover version of "please please...let me get what I want"

John Lewis of course made an attempt to appeal to the "normal" family, living in a slightly overcrowded terraced house, littered with furniture and all sorts of odds and ends, (all from John Lewis). The parents were not supermodels, and the meal the family ate look pretty standard featuring frozen peas.

The message of the advert was clear. John Lewis sells quality, as well as a quality living space, complete with quality family time. The PR agency once again could bask in the success of an advert that not only sells home wares, but home wares and clothing that comes with relationships and values attached.




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