Creative Director’s Choice: Sue Higgs of Grey London on Twitter's John Lewis effort

John Lewis Christmas ad

Creative Director’s Choice gives creative directors a chance to highlight the work they think is the best out in the ad world — the ads and campaigns they believe are making a difference.

Sue Higgs, group creative director at Grey London, states why Twitter's John Lewis Christmas ad by The Romans draws her to the social media site.

I don’t do Twitter.

To me it’s like one massive argument and I get my fill of those with my three teenagers.

Sometimes, though, I peek in to the Twittersphere like a nosy neighbour through the nets, but soon sprint back to the smug sanctuary of Instagram. But this beautiful human tale from Twitter has captured this lady’s heart.

So, there’s this man on ‘the’ Twitter, John Lewis, not the retail store as his bio points out, but a scientist from Virginia who every Christmas gears up for a tsumami of tweets as his feed lights up like Rudolph’s Nose.

That’s because he gets tagged in the “conversation” – his Twitter name is @Johnlewis – as the nation discusses the retail outlet's festive offering. But our John, rather than saying bah humbug, gets involved and replies with humour, joy and bonhomie.

The ad features a few of his crackers.

I’m reminded of some of James Blunt’s tweets, and whilst I’d rather have me leg off with a rusty spoon than listen to his music, I’d read his witty retorts all day.

Even John Lewis the retail outlet joins in, and has sent him some goodies, (though not a piano as of yet). And this year, Sir Elton tweeted his admiration to our John and offered him tickets. The real John tweeted this means he can “Die happy”.

I love this! Beautiful interaction between humans. The perfect formula for a Christmas ad. And Twitter has wrapped up this wonderful gift in a film, featuring the good sport that is John Lewis #NotTheRetailStore. There’s some ace nods to John Lewis ads of yore, the telescope and the penguins, as well as the obligatory twangly acoustic John Lewis soundtrack to rib at.

And I love it, it’s very Twitter, it’s about joining a conversation. It almost makes me like Twitter. It feels real and truthful. And truth in advertising right now is as absent as Trump at a climate change convention.

I’d like to say you can follow me on Twitter but you know… But if I were you, I’d follow this fella.

Sue Higgs is group creative director at Grey London.

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