For it’s 2013 Christmas campaign, John Lewis has chosen an animated woodland story which features a hare and a bear. The start of the John Lewis campaign is considered by many retailers is an event which is considered by many retailers as the start of the festive shopping season in the UK.
The soundtrack is a cover of Keane’s 2004 hit single, "Somewhere Only We Know", sung by Lily Allen. It features a hare with his best friend, a bear, as it wakes up from hibernation to experience a magical Christmas morning.
The campaign cost £7 million and was created by hand with animations drawn by a team including Aaron Blaise, the supervising animator Disney classics Pocahontas and The Lion King.
The advert will first be shown on air during the first advert break of tonight’s #xfactor.
Nine million viewers are expected to be moved to tears during the two minute #xfactor advert break on Itv this evening by the story of the two best friends and the animation, known as "The Bear and The Hare" is expected to be a bigger seasonal hit than last year’s Mr and Mrs Snowman and the little boy who couldn’t wait for Christmas Day in 2011.
Chief Executive of John Lewis, Andy Street said the campaign "pays tribute to all of our most memorable childhood Christmases". It is a bold move by John Lewis to "position itself as owning Christmas in the UK".
And Marketing Director, Craig Inglis, said, "We wanted our advert to reflect the importance of finding the right gift for friends and loved ones, a theme which we have built on for a number of years. […] It’s about going the extra mile for that special present. […] We hope the hand-crafted animation evokes the nostalgic emotion that is strongly associated with the anticipation of Christmas."
Filed under: http://www.theleader.info/article/41383/
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