The 2013 John Lewis Christmas promotion hit the television airways this evening.
The handcrafted advert tells a classic story of friendship at Christmas, featuring best friends a bear and a hare.
It continues the long standing focus of John Lewis adverts on going the extra mile at Christmas.
The story opens as winter is starting to draw in, and the fun and excitement of preparing for Christmas begins. As the first snowflake falls and lands on the bear’s nose, the hare starts to feel sad, as he realises that winter is nearing and soon his friend will be leaving to hibernate and will once again be missing Christmas.
As the woodland animals begin preparing for Christmas in earnest, the bear can hold off his winter sleep no longer, and leaves the hare to go to his cave. We see the bear sleeping as the days and nights pass. Whilst all the other animals are getting into the Christmas spirit busy decorating the forest and wrapping presents, we see the hare is finding it difficult to get excited as he’s missing his friend the bear. But he soon perks up when he has a great idea for a very special present for his friend.
Featuring the strapline ‘Give someone a Christmas they’ll never forget’, the story evokes the excitement of a first Christmas and the importance of friendship and thoughtfulness.
“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,” said Craig Inglis, Marketing Director, John Lewis.
“Through the use of hand-crafted animation, we’re hoping to evoke nostalgia and build anticipation ahead of Christmas.”
Created by advertising agency Adam&Eve/DDB, the ad is set to a cover of Keane’s 2004 hit ‘Somewhere Only We Know’ sung by Lily Allen.