The John Lewis Christmas ad is out, and it's as divisive as ever. Though I've seen a lot of praise, I've also read complaints. These read that the John Lewis ad is "boring" and not creative enough to compare to the years that featured CGI characters like Edgar the dragon or Moz the Monster. But in this inauthentic creative landscape of AI, amid contests of who can push the hardest and shout the loudest, I think this understated ad is wonderfully human and connects to a generation looking for authenticity.
The Saatchi and Saatchi directed video features a dad and teenage son who, you realise through subtle glances and meaningful looks, are struggling to connect. The son retrieves a Christmas present – a vinyl of a '90s rave classic 'Where the Love Lies' by Alison Limerick – and the music transports his dad back to himself dancing carefree to the music, and on to moments with his son when he was younger. The tagline: "If you can't find the words, find the gift". It's a simple idea, executed beautifully – and it got me right in the feels. See the best Christmas ads of the past to compare.
