8 Nov 2015

John Lewis delivers Christmas joy with Man on The Moon

John Lewis has launched its highly anticipated Christmas advertising campaign with a heartwarming film about a little girl and the Man on The Moon.

This year’s film features a magical story about loneliness and the spirit of giving at Christmas. A young girl goes to extraordinary lengths to get a gift to a lonely man who lives on the moon. 

It’s magical, emotive, heartwarming and another guaranteed hit for John Lewis. The film launched online on Friday and has already attracted more than 8 million views.

The annual John Lewis Christmas ad has become the most anticipated film of the season by combining emotive cover versions of famous songs with great storytelling.

The latest film features a cover of the Oasis’ song ‘Half The World Away’ sung by rising star Aurora. 

For this year’s campaign, which ends with the line: ‘Show someone they’re loved this Christmas’, John Lewis has partnered with Age UK to drive awareness and support for Britain’s older people who can be particularly isolated during the festive season.

John Lewis will support the charity through sales of merchandise, in-store and online activity as well as promoting donations.

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."

Man on The Moon was created by adam&eveDDB and directed by Kim Gehrig of Somesuch with post production at The Mill and Media by Manning Gottlieb OMD. 

John Lewis has once again proven it has the magic formula for Christmas. The retailers ads are now the most anticipated advertising event of the year – some believe the department store has made Christmas the UK’s Super Bowl.

The combination of the heartwarming stories, usually featuring children or animals, along with the heartfelt messages of love, friendship and giving and the highly emotive music tracks – has ensured John Lewis has a foolproof formula for success.

From the tried and tested integrated media strategy, which sees the launch of an online teaser campaign, before the film rolls out online and then screens UK TV’s during a top rating show – this year it was Gogglebox – to ensure maximum eyeballs. 

Once again the film leads an integrated experience, this year the brand has launched a Man on The Moon app that uses augmented reality to bring the moon to life. By pointing a phone at John Lewis posters, packaging, and shopping bags or pointing at the moon itself, users can unlock a 3D interactive moon that counts down to Christmas day’s full moon. There’s also games, in-store experiences, merchandise and Moon popups.  

John Lewis has proven time and again that it can deliver and the brand's Christmas ads have gone from strength to strength with each film: The Journey, The Long Wait, The Bear and the Hare, and last year’s Monty, creating a catalog of Christmas good will for the brand.
This year's story sees a shift in the narrative, with Man on The Moon not featuring the twists, turns and big reveals of previous films. However, this takes nothing away from the beauty of the story. We know where it is going and we enjoy every second of the journey there. 
This film may not have the big reveal of other films but instead it brings a beautiful and worthy message about the true spirit of Christmas, by encouraging people to reach out to the isolated and lonely people at Christmas time. It's a beautiful message and a worthy cause to draw people's attention to during the festive season. 
The magic of the story, coupled with the added touch of the charity component gives this film and extra burst of emotion. There's not much to fault with this strategy and campaign and once again John Lewis has won over audiences and warmed hearts for Christmas. These are truly beautiful films and superb pieces of storytelling. 



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