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John Lewis ‘How Christmas Used To Feel’ advert

Agency: Adam & Eve

Client: John Lewis

This year’s John Lewis marketing campaign aims to take people back to their childhood, reminding them of the magic and fevered excitement they used to feel when opening their presents on Christmas morning.

Created by advertising agency Adam & Eve and set to a re-recorded version of the 80s rock classic ‘Sweet Child O’ Mine’ by Guns & Roses, the advert features a series of little boys and girls playing with their Christmas presents, a sense of joy and wonder moving over their faces.

Presents that are obviously intended for adults like luxuriant sheepskin slippers, jewel bright glass beads and a bright red polka dot umbrella all make dramatic impressions on the different children as they begin to explore their new treasures.

In the final scene, a little red-headed girl plays with a camera but in the blink of an eye she becomes a red-headed woman – the gifts are all designed to bring out that childlike delight on receiving the perfect present.
The campaign which includes the ad will run through to Christmas Eve. It seeks to build on the success of last year’s Christmas campaign by portraying John Lewis as the place for thoughtful, considered gifts at Christmas.

“There was always one person who got your Christmas present exactly right when you were little and really ‘made’ Christmas - so much so, you never wanted to be parted from that gift, not even to sleep!” said John Lewis Head of Brand Communications, Craig Inglis.

“This campaign crystallises that childlike delight you feel when you open the perfect gift on Christmas Day and reinforces that John Lewis is the place to find just the right thing.”

The ad features a re-recorded version of the track by Swedish folk band, Taken by Trees - the John Lewis Christmas advert will mark the first time that a UK advertising campaign has ever used a Guns & Roses track.

In anticipation of demand from music lovers, the track has been made available to download on iTunes and MySpace with a link planned directly from

As part of the campaign, a 70 second ad will feature across 90 cinemas nationwide from through to Christmas Eve; there will be a targeted communication to John Lewis customers starting.

Press activity will in weekend supplements, while large format poster sites will operate in London and on the London Underground.

The ad will also appear online, on the homepages of many websites including Yahoo and MSN.

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