By Jill Dando News
John Lewis ad for 2023 celebrates classic and changing Christmas traditions and the joy we find in sharing them together
The campaign follows the launch of the John Lewis Festive Traditions Tracker 2023*, a new report revealing both the eternal and changing ways the nation celebrates at Christmas
Legendary Maestro Andrea Bocelli sings the original soundtrack with a proportion of the proceeds from charity single going to John Lewis’ charity partners to help care experienced young people and families in need
John Lewis’s new Christmas campaign, which launches today, celebrates the joy of old and new festive traditions.
The campaign – the first by Saatchi and Saatchi for John Lewis – captures a new spirit of Christmas and is inspired by the enduring and changing ways the nation now celebrates.
The campaign shows how the unusual and unexpected, over the conventionally ‘perfect’, can lead to a joyful time together for everyone.
At the heart of the campaign is an energetic and mischievous Venus flytrap, a wannabe Christmas tree named Snapper, who brings an unexpected twist and joy to Christmas celebrations.
While our customers love classic Christmas traditions, such as decorating the tree and sharing gifts, our research** has discovered many families also have new ones – from all-day Christmas pyjamas to meeting up outside, a tradition that grew during lockdown.
‘Snapper, the perfect tree’ – with the strapline ‘Let Your Traditions Grow’ – focuses on a young boy who lovingly nurtures a plant from seed, in the belief he is cultivating a perfect Christmas tree.
The fast growing plant becomes a life force of its own with a playful personality who wants to join in all the fun of Christmas.
After a tear jerking moment, where Snapper grows too big for the living room and is cast out into the cold, he is embraced back into family life giving out presents with such exuberance that the family find a new joy in gathering around their unconventional ‘Christmas tree.’
Charlotte Lock, Customer Director for John Lewis, explains: “We are a nation that loves the traditions of Christmas – from classic traditions like pantos and putting up the tree to evolving new ones like crafting our own presents and Zoom get-togethers.
“Many of us have our own unique festive traditions and that makes them even more special.
“The film celebrates themes of family and evolving traditions and shows that a ‘perfect’ Christmas is finding joy together with loved ones, whatever your traditions”
The music is provided by the legendary Tenor Andrea Bocelli who performs a song called ‘Festa’, which means ‘celebration’, and is written and produced by Le Feste Antonacci specifically for the John Lewis advert.
The rousing track is a brand-new recording, with lyrics written especially for and approved by Maestro Bocelli, to carry the joy and emotional power of our story, putting a twist on traditional music at Christmas.
It is wildly different to AI generated predictions, which forecast that a cover of a classic ballad would feature on the soundtrack.
Maestro Bocelli said: “I am delighted to take part in this wonderful and unique tradition of Christmas storytelling. It is very special for me given the great support this will bring to both the John Lewis and Andrea Bocelli foundations. Joy to all of your worlds this Christmas!”
The soundtrack will be released in longer form as a charity single with a proportion of the proceeds from the sale of the single going to the John Lewis Partnership’s Building Happier Futures charities, which help care experienced young people and families in need.
Sarah Jenkins, Managing Director, Saatchi & Saatchi said: “It’s an extraordinary privilege to be working with the John Lewis Partnership, and it’s particularly magical to be launching a campaign that celebrates all of the traditions – both eternal and evolving – that make Christmas so special to the nation.
“The race to be the number one Christmas ad brings extra festive spice and is such a brilliant embodiment of the skills and smarts of the UK’s incredible creative industries. We’re raising a glass to all.”