The New Elton John Lewis Christmas ad. (Meh.)

The problem with tracing the Elton John lifetime in reverse is that we know it’s all fake and the vicious whip pans are used so you don’t spend enough time on younger Elton’s face to spot that it’s a series of lookalikes.

Consequently the viewer experience is like watching Elton perform from the seat of a rollercoaster.

It’s a mess.

The central idea has some merit, although I have to say the Christmas element is pretty minimal.

Now, if you wanna see an ad that tells someone’s life story in reverse in a believable and very moving way check out this far superior (and much cheaper) execution from Barnardos.

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John Lewis Christmas ad 2017

This one is slightly formulaic.

Cute kid?  Check.

Moving song?  Yup, Guy Garvey covering the Beatles.

Ethnic diversity?  Oh yes.

Affordable gifting?  Very.

Online potential?  Yup.  Sally Phillips reading the story.

Merchandisable?  Indeed, money going to Barnardos.

Social Conscience?  See above.

Experiential potential.  Yes.  Farting and snoring Oxford Street window.

Is it any good though?  Of course it is, it was created by Adam and Eve and directed by Michel Goundry no less, it has a nice story and it looks lovely.

Will it make me cry?  I didn’t but you might.  It certainly has the potential.

Job done.  Here it is.

 

 

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