When gifts make a unique journey through life possible

This comes after his Commitment to Snickers namely, the second major advertising campaign of 2018. In what is perhaps the most anticipated ad of the year: the Christmas campaign from the British department store John Lewis. In recent years, the store has consistently produced viral smash hits, such as «Monty the Penguin» 2014 or «Buster the Boxer» 2016 – Both commercials have now been viewed more than 27 million times on YouTube.

Last year, John Lewis reaped the benefits of «Moz the Monster» For the first time, there was also criticism. For many viewers, the emotional spark simply didn't ignite—which is actually an essential prerequisite for the success of Christmas campaigns.

The campaign budget at the time, which was around seven million pounds, is said to have been increased again this year—British media report that an impressive ten million pounds is said to have been poured into «#EltonJohnLewis.».

The commercial recounts Elton John's career in reverse and ends where it all began: at Christmas, at the Johns' house, when little Elton received a piano as a gift.

It remains to be seen whether this technically impressive commercial will bring back the heartwarming magic that was missing last year. Elton John’s hit «Your Song» is certainly a surefire way to give you goosebumps, but whether the film really «moves millions to tears,» as the Aargauer Zeitung puts it, headline, is at least questionable. And perhaps, at the end of the day, it’s a matter of taste. At the very least, the view counts point to another success for John Lewis and Adam & Eve DDB: «#EltonJohnLewis» has racked up nearly eight million YouTube views in just four days, while its predecessor «only» managed to reach ten million views in a year. But when it comes to heartwarming moments, this year certainly has even more to offer… (hae)