Commercial magic

John Lewis has moved rapidly (just like M &S) from the ranks of advertising naysayers into amongst the greatest proponents of the craft.

This new Chrisrtmas outing is no exception with a sucker punch to die for.

use of The Smiths song, reinterpreted by Slow Moving Millie works to great effect and although carrying a few cliches and some slightly naff acting by the wee lad it is, nevertheless, a little bundle of Christmas joy.

Bless

Schmaltz? Not a bit of it.

This ad has come in for a lot of “talk” of late.

On three levels I love it.

1.  I am a big fan of Fyfe Dangerfield and he caresses this song by Billy Joel, so much so that it might go number one and bring his massive talent to a wider audience.

2. Once in a while an ad just nails it.  It is soooo John Lewis.  Sooo on brand.  Soooo middle Class.  But Soooo good.  I really do understand why people are breaking down watching it because it does “the seven stagesof life” like nobody I can remember.

3.  The director is Scots born and bred and used to work at The Leith Agency (Dougal Wilson)

Absolute hats off to Adam and Eve.  And of course, to Craig Inglis, the client who had the balls to buy it.  Much respect.

But…

This does spoil it a little.

Coincidence?  Yes.  Unfortunate? Oh yes.