Natalie is Creative Bloq's staff writer. With an eye for trending topics and a passion for internet culture, she brings you the latest in art and design news. A recent English Literature graduate, Natalie enjoys covering the lighter side of the news and brings a fresh and fun take to her articles.
In the UK, the annual John Lewis Christmas ad is somewhat of a national holiday in itself. To me, it marks the start of the festive season and brings the promise of wholesome, sometimes tear-jerking festive feels – but this year things are a little different.
The retailer has just launched its annual advert, complete with a fresh tone that's a welcome change . Working with a brand new agency, the ad is certainly a shift from what we're used to, but I think it's about time we welcomed some diversity in Christmas messaging. eventually joins in on the Christmas spirit, spitting out presents for all the family.
While the latest ad is certainly not a feature for the John Lewis Christmas ad purists, it marks a brave subversion from the saccharine Christmas narrative that's been permeating our past festive seasons. Directed by French collective, the ad embodies a playfulness that's welcome in our current climate – it's not just out of the box, it's devouring the whole thing and spitting out something delightfully refreshing.
Perhaps the most striking difference is the soundtrack, a rendition of Andrea Bocelli’s ‘Festa’. The rock-opera hybrid is not the most festive soundtrack , but the building tension and subsequent ending crescendo give the ad a certain grandeur that feels suited to the uplifting theme. It's great to see John Lewis taking its ads in a new direction, as another sickly sweet campaign could certainly be a jarring emotional ploy for many this year.
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