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John Lewis Christmas Advert

November 13, 2011 by staff 

John Lewis Christmas Advert, Fans of the Smiths will tonight be forced to confront a painful truth. John Lewis, that acme of middle-class aspiration and comfort, has decided lovers of the 1980s anti-establishment rock band now represent its core target market.

The band’s lead singer, Morrissey – who once sang Shoplifters of the World Unite – has given his blessing to the use of a cover of Please, Please, Please Let Me Get What I Want in a new £5m tearjerking Christmas advert for the department store chain which will be shown on TV for the first time on Saturday evening during The X Factor.

The 60-second ad, showing a small boy getting increasingly impatient in the run-up to Christmas before it turns out he was only itching to give a present to his mum and dad, was released virally on the internet on Friday and diehard Smiths fans were quick to vent their fury. Other viewers confessed to being moved to tears by the latest in a series of emotional Christmas adverts put out by John Lewis in the past few years that play with feelings about the tenderness of family life.

“Morrissey has seen the finished result before it goes out and he has come back and said he is very happy with it,” said Craig Inglis, John Lewis director of marketing. “It is clear to us that the Smiths, their iconic nature and the fact they are British fits with the brand. Our core audience fits with the age group of the Smiths fan, aged 45 to 55.”

Earlier this year a few bars of the Smiths’ second single This Charming Man opened an ad for the stores’ electrical appliances.

David Cameron, 45, has regularly praised the Smiths, leading to outbursts from Morrissey and his bandmate Johnny Marr who asked him to stop.

The rights to the original Smiths track are jointly owned by Morrissey and Marr, represented by record labels Warner and Universal, and John Lewis said it chose the song, covered by a sweet-voiced singer called Slow Moving Millie, from around 50 others mainly because it suited the story being told.

“I would say Morrissey is original and unique in his take on life and music and in many ways we are too,” Inglis said.

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