It all started with me reading a simple tweet from UK writer, comedian and presenter James Corden. It read, “Holy Sh*t. This commercial.” In just five days, the commercial he was referring to had received 14.6M views via his tweet and just under 10M views on YouTube. I tried but failed miserably to resist the urge to join the millions of viewers who’d already watched the commercial. FOMO took over and I was a victim of well executed click-bait by one of late-night television’s favourite presenters. And boy, was I glad.
It hit me right in the feels. After the first watch, the second and the third (and counting). It captured my heart and captured my mind. The commercial begins with a present-day Elton John tinkering at his piano and works backwards chronologically through his life, until the moment he was given his very first piano. That moment was a young Elton on Christmas morning. It was the gift that would help shape him as a formidable musician and entertainer and change the course of his life forever. I was blown away with the nostalgia, the simplicity and the incredible production values. It had heart. And soul! And it made me a little misty-eyed.
But, the commercial has not been free from its detractors. One punter wrote, “They don’t even sell pianos at John Lewis!!” (they do). Another felt that it didn’t “feel Christmasy” enough. And yet another quipped, “What are we gonna get next year? Ed Sheeran getting a guitar?!” I had to laugh at the last comment. It's a little bit funny (unintentional pun). How dare they celebrate the gifts and the musicians that have helped shape musical history?! It’s an outrage!
Have these punters missed the point or has John Lewis missed the mark this year?
I decided to take off my rose-tinted glasses (pun intended) and apply my marketing spectacles. I needed to put this stunning piece of work to the advertising effectiveness litmus test:
Is it single-minded?
It certainly ticks this box. It emphatically and clearly showcases the power and influence that a special gift can have on the course of a person’s life.
Does it break the mould?
Yes. Whilst it is the brand’s annual Christmas commercial, they’ve resisted the urge to infuse the overt commercialism of Christmas into the finished product. The result is a clever and meaningful execution that cuts through the festive clutter.
Does it tell a story?
Absolutely. In this case, it’s a story in reverse. And whilst most of us know where the story is headed, it keeps the viewer enthralled until the final note is played.
Is it authentic?
Yes. The thing I love about this commercial is the fact that whilst a John Lewis product does feature throughout, it is actually not the hero. The hero is the meaning of the gift to the recipient. And to this end, the simple act of thoughtful giving. The gift of facilitating a loved one’s purpose. The truth is, you could swap Ed Sheeran and his guitar into this commercial. Or closer to home, you could swap in Marcus Bontempelli and his Sherrin footy (see what I did there) or Ricky Gervais and a VHS tape of Laurel and Hardy. Or the local café owner and her first ever recipe book. The product itself is inconsequential, until meaning has been attached to it; either by the gift giver or the gift recipient. The genuine sentiment and thoughtful gift giving is the hero of this piece.
Are the production values commensurate with the brand?
Yes. If you haven’t yet seen it, do yourselves a favour and click on the clip at the top of this blog.
So, as I pop my rose-tinted glasses back on and sit at my own piano, I can safely say that this commercial has struck all the right chords for John Lewis. And is likely to be remembered long after Christmas has come and gone this year. And that’s coming from someone living in Melbourne, far FAR away from the UK; who’s never interacted with the brand in any way, shape or form. Such is its impact and reach.
I’ll leave you with one of my favourite responses to James Corden’s original tweet: “Moral of the story. Give your kids one of the best gifts you could ever give them: inspiration to pursue.”
How wonderful life is when some gifts are more than just a gift.
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