John Lewis Christmas 2013 Ad – buy stuff, feel edified

Lets just deal with this now shall we? It’s not a logo or identity refresh but it is all part of their very successful recent branding so…

The John Lewis Christmas Advert.

It’s kept with it’s now established tradition of a smultsy story combined with a wistful cover of a well known song (Lily Allen covering Keane).

It’s a rather charming animation, that my mum would call “proper” (although computers are involved in all animation now it seems) and it’s the animation that stands out for me.

Ultimately the John Lewis Christmas ad tradition is simply a way of trying to persuade middle class folks that buying stuff at Christmas is a wholesome and edifying experience when purchased from John Lewis. And it seems to work.

Lets no forget though that despite Bear’s happiness at his Christmas gift from hare, it’s not gifts, not stuff that makes people happy so don’t be fooled.

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Kieran Harrod is a freelance designer based in the United Kingdom. more…


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