When it comes to Christmas ads, my thoughts turn to the obvious: the classic ‘Holidays are coming’ red trucks from Coca-Cola, the now retired (*sob*) ‘It’s called Toys R’us, Toys R’us, Toys R’us’ ad and some sort of party pick and mix number from Iceland, hosted by the latest D-list celeb.
But this year, there’s a new player in town. John Lewis’ the ‘Long wait’ is at the top of my list. A beautiful blend of truth, emotion and music. It’s hard to see how it cost the quoted £6m but with the number of hits it’s receiving on YouTube and the amount thumbs up it’s getting from consumers, that seems a snip.
If you haven’t seen it, the advert follows a little boy (great casting) who’s impatiently counting down to Christmas. We’re led to believe he can’t wait to open his own gifts, only to discover in the final seconds of the ad that he was only willing time to move faster so that he could finally give his gift to his parents.
It flatters the viewer that there’s truth in the fact that we believe there’s something even more wonderful than receiving the perfect gift, and that’s knowing you’ve found the perfect gift for someone you love.
Created by Adam & Eve, their plan was to bring to life the feeling of excitement and anticipation you get when you’ve wrapped up that perfect gift and can’t wait for Christmas day to arrive, which I think they’ve done.
The music, ‘Please, please, please let me get what I want’, is great and, in case you were wondering, was recorded by The Smiths in 1984.
It was launched on Friday 11th November on Facebook and YouTube and then had its TV debut on Saturday 12th during the X Factor.
So is it an ad, I’ll remember for Christmases to come? I think so. It really pulls on the heart strings without being too worthy. The twist at the end is just the right amount of perfect and reminds us of what Christmas is all about. But one tiny thing – if he’s that desperate to give his gift, how come it’s light when he gets up on Christmas morning? He’s certainly no child of mine.
See the making of below.