If you really concentrate, John Lewis’s Christmas ad could make you cry – review
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The John Lewis advertisement has truly turned into a delightful tradition. Each November, countless people gather around their devices, eager to see how emotionally moving the retail giant's ad can be. The remainder of the day is often filled with tweeting and discussions with friends and coworkers about just how much we teared up.
You might manage to shed a tear over this year's attempt, but only if you really try. The storyline is such a confusing jumble that it’s hard to follow, and no holiday advertisement should demand this much concentration.
Imagine this scenario (and hang in there with me): John Lewis on Oxford Street. Just fifteen minutes until they shut down for the day. Sally, a young woman seemingly straight out of a romantic comedy, is frantically searching for a Christmas present for her sister, Lauren. In her rush, she accidentally tumbles through a rack of tulle dresses and finds herself transported through an enormous wardrobe, reminiscent of Narnia. From there, she embarks on a heartfelt journey through her memories, racing against time to discover the ideal gift.
Sally discovers a treasure chest filled with cherished mementos in her family's attic, and we get to know Lauren at different stages of her life: as an adorable little girl sporting a cowboy hat, a sulky teenager who has emotional outbursts and sneaks boys into her room, a young woman in her early twenties returning home from college, and later, while expecting her first baby. This part is straightforward to understand. The sisters have a classic disagreement about a stolen shirt during Lauren's teenage years, and later, as adults, they share a warm hug in a pub.
However, the situation gets complicated when Lauren turns back into a child (while Sally stays the same age). The girl then leans in and murmurs something softly to Sally, sparking the realization Sally has been desperately seeking. Excited, she makes her way back through the wardrobe into John Lewis, carrying a wrapped box and feeling extremely proud of herself.
As Sally waits outside, she's greeted by a contemporary Lauren who inquires, “Why did you take so much time?” Sally responds affectionately, “Because of you!” In a perplexing twist, as the sisters start to leave, a younger version of Lauren is strangely left behind in the store's display window. The scene wraps up with the tagline: “The key to discovering the ideal gift? Understanding where to search.”
You really need to pay close attention to this advertisement to grasp its full meaning. It's easy to overlook the complex details on the first viewing; it took me about three or four times to understand everything. Initially, you might question whether Sally is simply buying a gift for her younger sister or if that sister is actually her daughter. And then you notice that the sister is suddenly pregnant—wait, why does she look younger again? Plus, who left that poor little girl alone in the shop window? There's a lot happening here, especially since most people watch ads while juggling other tasks and topping off their mulled wine during the breaks. (Just so you know, the child isn't abandoned; Sally is actually recalling her memories.)
The ad is packed with numerous brief moments that come and go in the blink of an eye, almost like stuffing a turkey for Christmas. At one scene, Sally stands quietly as she observes her sister and mother dancing in the kitchen. Her sad expression hints that perhaps her mother has passed away. However, just as quickly, the scene shifts to something else.
If you watch it repeatedly, the advertisement becomes a heartfelt tribute to the connection between sisters. It also captures the somewhat chaotic way we try to come up with the perfect gift for someone special, as we sift through all our memories together for little hints.
Ultimately, this year’s advertisement falls short compared to last year's, which showcased a charming Venus flytrap named Snapper as the central character. The narrative revolved around the friendship between this personified plant and a young child, a tried-and-true formula that resonated well with viewers. This year, however, John Lewis opted to prominently feature its own store in the holiday ad for the first time, which gives it a somewhat self-referential touch. Historically, JL ads have maintained a level of sophistication by subtly weaving in their branding, but this time around, you can't miss the store’s signage.
Another letdown is the music choice, which isn’t an original score or even a cover, but rather Richard Ashcroft’s acoustic version of The Verve’s 1997 song “Sonnet.” While some viewers might feel a sense of nostalgia, I long for the times when John Lewis commercials featured a cheerful, sweet cover by Elton John that appealed to everyone.
The most exasperating thing? After all that back-and-forth, we never discover what Sally ended up getting for Lauren. It could have been a trinket or a fancy Le Creuset dish. Maybe she came across a top similar to the one they fought over years ago. Like a gloomy winter's day, the advertisement left me feeling indifferent—and filled with lingering questions.
