When the clocks change and weather turns colder it’s a clear indication that Christmas is on its way. Well, this and the volume of Christmas-themed ads launching online and offline, with more and more brands taking their marketing up a gear in time for the festive period.

And what kind of Christmas would it be without a magical offering from high-street giant, John Lewis & Partners? Marking the ‘start’ of the Christmas countdown, the John Lewis ad’s familiar mix of cutesy charm and sentimentality feels just as traditional as brussels sprouts.

Yet this year, the brand has opted for a totally different approach. The puppies and penguins have been replaced with a star within his own right, Sir Elton John.

Named “The Boy and the Piano”, the advert showcases one of the veteran performer’s best-loved tracks, “Your Song”, and tells how a Christmas gift altered the course of one boy’s life – the child being none other than a young Elton.

The ad opens in the present day, before taking us back through key moments of Elton’s career, from his early days to some of his biggest musical moments. As the advert closes, a very young Elton is gifted a piano for Christmas and from this moment, his life began to change. The tagline ‘Some gifts are more than just a gift’ then appears.

The ad tells the story of why Elton’s piano was more than just a gift, reminding customers of that special moment when they’ve given a gift at Christmas time that they know will be treasured forever.

Joined-up marketing

With a track record for capturing audiences every year, it’s no surprise that the advert has the nation reaching for their hankies. John Lewis may have had a turbulent trading year, but their ability to pull off a spectacular Christmas campaign hasn’t been diminished.

The ‘Some gifts are more than just a gift’ theme won’t just stay on our screens either. We’ll see it filter through every piece of Christmas marketing John Lewis put out this year, trickling through in-store POS collateral, themed gifts, online, and social media channels.

On launching the ad, all channels have been made consistent

With a John Lewis Christmas campaign, everything is considered. They create a joined-up marketing campaign, spanning over a variety of platforms with one consistent message throughout.

And this consistent message is where John Lewis marketing excels in the festive period. Ensuring that both messaging and visual branding are clearly and consistently applied across all communication channels makes sense, as strong consistent branding reinforces brand identity and drives positive sentiment and trust.

Every time a customer hears ‘Your Song’, sees a photograph of Elton John, or even buys a gift for a loved one, they’ll be thinking about John Lewis and their 2018 advert.

Create a consistent campaign of your own

Whether you’re looking to create your very own joined up campaign, or need help promoting a consistent brand message throughout your communications, PM can help.

Our skilled team of marketers know exactly where your audience is and what they want to hear, creating powerful messaging that’s crafted to inspire your audience and win you new business.

Plus, by combining technical know-how with a visual eye for what works, our highly-skilled videographers can create captivating videos that really strike a chord with your audience – whether it be a Christmas advert or a staff induction video!

So, what are you waiting for? Are you ready to be the next John Lewis?

Let's get started.

Posted by Katrina Starkie