Since the release of John Lewis’ Christmas ad this morning, we caught up with various faces in adland to hear what they thought of it.
Whether you loved Moz the Monster or declared yourself as a non-fan of this year’s John Lewis ad, you can’t deny the hype that surrounded its release – it was definitely on par with previous years.
Helmed by iconic Oscar-winning director Michel Gondry (of Eternal Sunshine of the Spotless Mind), many expected a new and bold approach from the avant garde director, who holds the titles for this year, taking it away from the four-time John Lewis Christmas ad maker, Dougal Wilson.
However the ad remains surprisingly loyal to John Lewis’ signature style, taking the brand’s ongoing use of emotion, children and animals to new heights to sell gifts that “brighten their world” – which was this year’s ad tagline. Read on to find out how people in the industry found it.
Mike Kettles, Executive Creative Director at Momentum Worldwide
“Moz the Monster marks a decade of big-budget John Lewis Christmas ads, a body of work that has redefined the holiday marketing season and continues to perch them at the top of the tree.
This year the team from ‘Land of Always Christmas’ have had a look at the news and decided this year’s theme will be fear.
Joe, the non-purchasable half of this year’s double act (nightlight notwithstanding), conjures his friend into life through his fear of the dark, creating a whole sub-generation of children who will know the name Moz as a cuddly Christmas buddy rather than shorthand for Morrissey, who is anything but.
The flatulent fuzzball is currently enjoying the mixed reception of many furry trespassers before him, but is still leaps and bounds (or in this case, farts and tickles) ahead of the ads that will proceed and follow it, and possibly some of the programming. Brands are expected to spend a record £6 billion this year, perhaps in a world of ad-blockers and pay-for-ad-free-streaming services, the festive season’s best efforts are one of the few ways advertising is actively welcomed into people’s lives, and it’s thanks to the high standards of John Lewis et al that this trust isn’t broken.
Moz – I salute you.”