Retail
The John Lewis Christmas advert is the most anticipated of the year...what do you think?
by XPRESS,
09 November 2015
Called Man on the Moon, the advert is set to the Oasis track ‘Half the World Away’, recorded by 19-year-old rising music star, Aurora.
The advert tells the story of a magical and unexpected connection between a little girl, Lily, and a man who lives on the moon. John Lewis said the narrative aims demonstrate the power of connection and thoughtfulness at Christmas while also showing that some people might find themselves alone. The advert ends with the strapline ‘Show someone they’re loved this Christmas’.
Launching on the retailer’s social media channels today, the advert will then feature on TV for the first time this evening during the first advert break of Gogglebox on Channel 4. This follows a teaser campaign using #OnTheMoon, on television and social media which began last Sunday.
The campaign includes John Lewis partnering with Age UK to drive awareness and support for some of the million older people who can go for a month without speaking to anyone. Throughout November and December, the retailer will be supporting Age UK through in-store and online activity, a text to donate mechanism and sales of selected Christmas merchandise.
Craig Inglis, customer director at John Lewis, said: "Our Christmas advert is once again all about going the extra mile to give someone the perfect gift. This year though, the story is told in a uniquely creative and engaging way as we see Lily, our heroine, go to great lengths to connect with the Man on the Moon.
“We hope it inspires people to find really special gifts for their loved ones and through our partnership with Age UK, raises awareness of the issue of loneliness amongst older people and encourages others to support in any way they can.”
This message will be amplified beyond the TV campaign through a range of channels. This will include “moon pop-ups” landing in 11 John Lewis shops where customers can take photos with the moon back drop, learn about the moon and find out more the Age UK partnership.
The retailer has also created a Man on the Moon App that uses augmented reality to bring the moon to life. By pointing a phone at the Man on the Moon image on posters, John Lewis shopping bags, click and collect boxes, or by holding the device up towards the moon itself, users can unlock a 3D interactive moon that releases daily facts and animations in the countdown to Christmas Day’s full moon.
The app also features a Man on the Moon themed game in which the player has to avoid obstacles, and collect power ups in a bid to get a chosen object all the way up to the Man on the Moon.
Man on the Moon has been created by advertising agency adam&eveDDB and directed by Kim Gehrig through Somesuch, with post production at The Mill. The campaign with media planning and buying by Manning Gottlieb OMD begins with two 120 second TV spots on the 6 and 7 November and will be supported by a combination of three shorter versions for six weeks.
Watch the new advert here: https://youtu.be/wuz2ILq4UeA
Article Source: TRB