John Lewis Christmas Advert

November 8, 2013 by  

John Lewis Christmas Advert, No one speaks. It lasts for two minutes. But on Wednesday night, this short “film” merited a West End première in a chi-chi hotel, accompanied by a three-course dinner for select guests, complete with speeches and razzmatazz.

But then, it was not any two-minute film. It was the John Lewis Christmas advert, an event that is now greeted with as many leaks, wild rumours and anticipation as the publication of a new J?K Rowling novel or a James Bond release. As Lily Allen, who ended a three-year break from recording to sing the music for advert, tells me: “The John Lewis ad – especially the Christmas one – is a big deal.”

It certainly is. And not just for John Lewis, but also for Marks & Spencer, Debenhams, all the supermarkets, and a host of consumer brands. According to market analysts at Nielsen, retailers will spend about £390 million on advertising over the last three months of 2013, throwing off the cloak of austerity. John Lewis alone is spending £7 million on its Christmas campaign (the advert itself cost £1 million).

This is a remarkable turn of events. Only a few years ago, it was predicted that TV advertising would slowly die, as we all started to watch programmes on catch-up boxes, such as Sky Plus, or on tablet computers.

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