Hill+Knowlton Strategies

It’s been a long week, it’s getting colder, darker, Christmas-ier, and I’ve not watched nearly enough telly.  Fortunately the telly’s full of Christmas ads, so today thought I’d review some retailer ads, as this year they’re both memorably good and awful.

First up, the ubiquitous M&S ad.  Sorry M&S but I am bored of your Xmas ads, they are always the same.  Same celebs, same dancing, same clothes, same same same.   They’ve popped Peter Kay in this year, which is surprising, and they’ve copied dance moves from a few music videos, but that’s the only thing that’s remotely interesting about them.  And they are on all the time.  The ad’s by RKCR and is set to the Bee Gees’ You Should Be Dancing.

Next up an ad that makes me want to never buy a Xmas gift again, it’s so CRINGE.  Boots ‘Not Doing Gifts’ has a bunch of vile women at lunch saying “ooh thought we weren’t doing gifts” as they hand over various cosmetic box sets to each other.  And of course  the ‘here come the girls’ soundtrack is still playing, although in the background.  Such a shame as the first ‘here come the girls’ Boots ad was so fresh and recognisable and true, and they’ve gone and utterly ruined it. Not sure which agency is responsible – the original ad was by Mother.

So thank you John Lewis.  Your ads just get better and better.  ‘She’s Always a Woman to me’ earlier this year had me in tears, as we see the classic ‘cradle to grave’ John Lewis story, and this Xmas ad sees people lovingly wrapping and hiding gifts from their loved ones.  It really did made me want to start my Xmas shopping, and I’m not usually that sold by ads. The killer is the cute  little boy hanging out a stocking for his dog?  It’s called ‘A Tribute to Givers’, and while googling I’ve just learned that John Lewis has actually now altered the ad following complaints that the dog outside in its kennel was neglected.

Rediculous – first of all it’s an acting dog, and second the little boy gave it a stocking. What more does a dog need? Anyway the ad is by agency Adam & Eve and features a haunting rendition of Elton John’s “Your Song” by Ellie Goulding.  Watch the full ad here:

Thank you John Lewis, I’ll be doing all my shopping with you this year.