So, the wait is over. The John Lewis Christmas advert is here.
I wait all year for the Christmas adverts, it is the one time of year that retailers know they have to get right and pull out all the stops to outdo their competitors. John Lewis have held the top spot for a while in the UK, and their adverts have now become almost iconic with people waiting all year for them and waiting to see what emotive advert they produce. I am one of these people. I have loved John Lewis' adverts from the start and throughout the year, not even around christmas time, I find myself searching for all of the adverts on YouTube and watching them from beginning.
So, if you are wondering why I am writing this blog post when it isn't even Christmas yet, it is because John Lewis have released their christmas advert. Yes people, it's been released!! It is due to be released on TV during the X Factor on Saturday night, however it has been released online for all of us searching for it prior. John Lewis have actually bought out the entire advert break during X Factor, which the agreement of Simon Cowell, to make sure their advert is memorable and everyone is talking about. Which I'm sure they will. Watch the new 2013 John Lewis Christmas advert below:
The advert tells the story of a bear and a hare around Christmas time. The advert is animated so is quite different to anything they have done before. It shows the bear not in the Christmas spirit, whereas his best friend the hare is trying his very hardest to get his best friend in the spirit so they can enjoy it together. The advert shows all the other animals enjoying decorating the tree etc but the bear yawning. It is soon clear the bear is going into hibernation, and will always miss christmas due to his sleeping patterns and is therefore not aware of how enjoyable christmas can be.
The advert really pulls on your heartstrings when the hare is looking at all the other animals enjoying christmas day and he is so upset his best friend can't be there. The next thing, the bear comes along with a huge smile on his face after receiving the hare's present of an alarm clock to wake him up just in time for Christmas. And they all live happily ever after. Of course.
The advert cost a whopping 7 million so I do hope they sell a lot of those alarm clocks!
Something I think John Lewis do perfectly with their adverts is the music choices, this again is a perfect choice and I'm sure this cover of Keane's 'Somewhere Only We know' by Lily Allen will be a hit, as all the other iconic, slowed down, covers are. The music is so emotive and beautifully fits with the story. The music for last year's snowman advert particularly stood out to me because it was so entrancing, it made the advert.
Their adverts are so iconic, and are always known for being a tearjerking and emotional. They could be criticised for being very repetitive and following the same story, which is some cases they do. A lot of John Lewis christmas adverts follow the same story for finding the perfect christmas gift for your love ones, which this new advert follows too. However, John Lewis know if they feature products in their adverts, people will buy them, which is exactly what happens. This alarm clock will now be on everyones Christmas list.
As much as I do love this advert, and think the animation and disney like style really sets it apart from anything they have done before, I do prefer some of their other christmas adverts. My all time favourite one (and this is a hard choice) is 'The Long Wait' and I know this is a similar view of many others. The advert shows the boy impatiently waiting for Christmas and when the day is finally here, he cannot wait a minute longer. You assume he is waiting for Christmas all the time, but in fact he is waiting to give his parents the present he has bought him. It is such an emotive advert I do remember I did actually shed a tear at this one, because it is unexpected. Watch it below:
There have been many other brilliant John Lewis Christmas adverts and another favourite of mine is the Sweet Child Of Mine 2009 advert, I absolutely love the transition at the end, it works perfectly. Here are their 2008, 2010 and 2012 adverts for you to have a look, and probably cry at.
I'm sure there will be many more Christmas adverts I will love and I'll make sure to share the best ones with you! So that's it, another long year of waiting for the John Lewis Christmas advert is upon us.
And remember, give someone a Christmas present they'll never forget!