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.
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.
Dougal Wilson is a very fine director indeed as he demonstrates with outstanding aplomb in this, his latest, John Lewis commercial for their insurance. (Well done to Adam and Eve too, obviously.)
Sit back, enjoy and watch it pick up every award going.
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.