Ahead of John Lewis' much anticipated Christmas ad reveal, The Drum explores the retailer's previous work.
The department store is a leading light in UK Christmas advertising with its high profile work often capturing headlines and, for some, defining the festive season. But atop financial difficulties (with profit dropping 99% in a year) its reliance on effective marketing is increased following last year's Elton John spot.
Over the last decade, John Lewis' Christmas ad production budgets have often exceed £1m. But behind the scenes, its IPA effectiveness Grand Prix win revealed that the big-budget ads, on average, produced £8 of profit for every £1 spent, and drove a 16% rise in sales.
For years, the company has followed the same formula. Deeply emotional creative has served the drive sales but following a reportedly mixed response to 2015's 'Man on the Moon', John Lewis marketing head Rachel Swift hinted that the department store was to go in another direction.
First here's the first tease for the 2019 ad. An 'Excitable Edgar' appears to be the focus.
Meet Edgar. 14.11.19 #ExcitableEdgarpic.twitter.com/4H9YRCDMZJ
— Excitable Edgar (@ExcitableEdgar) November 11, 2019
And now, below are the last 12 Christmas ads from the retailer.
2018: The Boy and The Piano - Adam&EveDDB
2017: Moz the Monster - Adam&EveDDB
2016: Buster the Boxer - Adam&EveDDB
2015: Man On the Moon - Adam&EveDDB
2014: Monty The Penguin - Adam&EveDDB
2013: The Bear and the Hare - Adam&EveDDB
2012: The Journey - Adam&EveDDB
2011: The Long Wait - Adam&Eve
2010: A Tribute to Givers - Adam&Eve
2009: Sweet Child o’ Mine - Adam&Eve
2008: From Me To You - Lowe London
2007: Shadows - Lowe London
If you can't get enough of John Lewis, here's some Christmas ad pitches some top creatives offered to The Drum, unveiling what campaigns they would run if they were in the Adam&EveDDB creative director seat this year.
