Our reaction to this year’s Christmas Adverts.
Every year, brands compete to deliver the most talked-about, viral Christmas adverts.
Our Chief Creative Officer, Nicky Bullard, has been asked her views on this year’s.
Nicky writes in Campaign: *originally posted in Campaign.
As long as it helps kids in care
I haven’t read anyone else’s comments about the ad yet, so this is my absolute first gut reaction at 8:32am. We know that the brief for a John Lewis Christmas ad is the hardest ask of the year. And not just for the agency that does the John Lewis Christmas ad. I’m gonna start with the end game: who honestly cares what any of us writing a creative review of the work thinks, as long as the ad helps kids in care? I’ve just found out that 25% of JL’s sales of certain Christmas products are going towards their charity partner. Why isn’t that on the ad? Because although I felt moved, I also felt helpless if I’m honest. Kids in care are such a complex subject, and it’s fantastic John Lewis is picking it up. I love them for it. Yes, the story feels like a story, the actors feel like actors, and the happy ending feels a bit Christmas movie. But like I say, who cares about that or what any of us writing these reviews thinks, as long as some kids are helped?
Nicky Bullard speaks to Fiona Briggs at the Retail Times on her reaction to this year’s 2022 Christmas ads. *Originally posted in the Retail Times:
Nicky Bullard, chief creative officer at advertising agency, MullenLowe Group UK, said: “The ad very much mirrors the psyche of the nation, we’re trying – but everything feels a little futile at the moment.
“It’s fantastic to see John Lewis creating something more purposeful than a table groaning from the weight of food that many people can little afford. I’d love to see greater clarity on how I, as a consumer can help. Through a little research I understand that by purchasing certain products I can make a contribution to Action for Children, it would be fantastic to have this clarified in this advert so consumers can see how they can drive progress towards this worthy cause.”
