John Lewis’ Christmas ad is one of the most anticipated pieces of creative to land during the festive period, the spot has such a cult of personality behind it that social media users have been speculating the potential storyline and themes of the spot.
Using the #GuessTheJohnLewisAd hashtag, social media users made full use of the new 280 character limit on Twitter to provide intricate stories about the indulgent and expensive work that defines the festive period.
The Advertising Association recently released research showing just how excited some members of the public were for Christmas ads.
The John Lewis ad has been teased with Under the Bed creative that has been pushed through social media, although it has been decoupled from the John Lewis branding to spark more speculation.
As you may have guessed, the body of suggestions from Twitter users are not entirely sincere.
Sam Smith delivers a mournful cover of Robbie Williams' Millenium, replacing the title word with Millenial as the camera follows young'uns who agonise over paying the rent for their tiny London box room or buying just ONE pair of John Lewis socks for dad #guessthejohnlewisad
— Sarah Doran (@sarahisnothere) November 8, 2017
— East Durham College (@EastDurhamCol) November 9, 2017
Tim Lovejoy, wearing a Ramones t-shirt, setting fire to a £50 note in front of a homeless person whilst an whimsical acoustic cover of the Revolting Cocks ‘Beers, Steers and Queers’ is sung by the woman who voted Brexit because of straight bananas. #GuessTheJohnLewisAd
— Alfie Noakes (@RobSkilbeck) November 9, 2017
A kindly old man takes over Twitter and returns the character count to 140. Oh, and bans the Nazis too, I guess. #GuessTheJohnLewisAd
— Chris Hewitt (@ChrisHewitt) November 9, 2017
Michael Bublé croons an acoustic version of killing in the name as a hipster couple lay terrified in their beds whilst two emperor penguins, off their flappers on spice, stand motionless at their bedside. It's probably snowing too. And fairy lights. #GuessTheJohnLewisAd
— M Pickles (@hellymoo) November 9, 2017
A light hearted nostalgic and whimsical animated journey back to the halcyon days when life just seemed better.
With a plinky plonky piano cover of Tubthumping by Chumbawumba. #guessthejohnlewisad
— Simon Pegg (@Simon_Pegg) November 9, 2017
David Bowie, Prince and George Michael are watching earth from a spaceship. A Spaceman Came Travelling by Chris De Burgh plays in the background. Bowie smiles, reaches over and presses a big red button. Earth explodes, putting humanity out of its misery #GuessTheJohnLewisAd
— Mitzi Del Bra (@call_me_mitzi) November 9, 2017
— David Stokes (@scottywrotem) November 9, 2017
A group of cute baby penguins write letters to John Lewis begging them to stop advertising in the Mail. JL hires a crack team of hunters to trap the penguins, skin them and barbecue them at the company picnic. Soundtrack by Laura Marling #GuessTheJohnLewisAd
— Tom (@tom_marzipan) November 8, 2017
There's snow on the ground. A postman walks along an empty street and up to a house. Taking a xmas wrapped parcel from his bag he knocks on the door.
There's no answer.
He takes the parcel back to the depot. They'll need to collect it tomorrow#guessthejohnlewisad
— Ian (@ianarch123) November 8, 2017
A young girl looks out her window, it's snowing, she sees a kitten with 3 legs hobbling down the street. She rushes to the front door & opens it.
The kitten looks at her & transforms into an oven.
"Buy our shit" appears on the screen.#guessthejohnlewisad
— joe heenan (@joeheenan) November 8, 2017
And finally, probably the most likely to be correct, indicating that the John Lewis has become a genre onto its own.
#guessthejohnlewisad some twat sings a slow breathy piano version of a song you once liked, while something sickly sweet happens on screen.
— Louise Denton (@Looie_Loopie) November 8, 2017
The ad is due out tomorrow, you can get a peak at what is UnderTheBed after The Sun spotted the inevitable soft toy in stores early.