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John Lewis dropped their 2023 Christmas Advert on November 9 – and viewers are divided.
The advert is the first one to be created since John Lewis left their former agency Adam & Eve/DDB and joined Saatchi and Saatchi. The collaboration was made in May this year, with fans on edge about the inevitable shake-up when Christmas rolled around.
And now that it's finally here, it certainly did take a different direction. The campaign celebrates changing traditions and how something unexpected can result in a perfect day for everyone.
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A little boy brings home a Venus flytrap, who dreams of being a Christmas tree, but was shunned by the family when it came to putting the actual tree up. By the time Snapper grows up, he's left outside – but on Christmas Day the little boy runs to the plant to open his presents.
The whole family soon join him and look happy as they get their gifts chewed up and spat back out. The advert takes "Let Your Traditions Grow" as its strapline as the video comes to a close.
As the advert hit social media, viewers have been left divided over the clip. Taking to X, formerly Twitter, one user wrote: "John Lewis Christmas advert… my opinion, rubbish, not for kids. What were they thinking? What were they on?"
Another said: "What on earth is that John Lewis advert?", while a third added: "What in the Little Shop of Horrors is going on?"
Others were frustrated that the new company opted to get rid of some of the traditional aspects of the advert, with one person writing: "Interesting that the new ad agency has got rid of a lot of the hallmarks of a John Lewis Christmas ad. I do wonder if the things that ad people think are tired clichés are the things that the public think make a John Lewis ad special."
One viewer also added: "Mmm, now I’m usually an advocate for the John Lewis ad, but this years has completely lost me."
However, others were impressed with the advert, with one person saying: "I didn't think I was going to cry but when that plant was outside the tears just came." Another wrote: "Love the John Lewis Christmas advert!"
Another wrote: "I like this year’s John Lewis advert, but I prefer them when they get me in the feels. The snowman battling the elements to buy a scarf for his lady friend cannot be topped!"
While the John Lewis advert has been controversial, Charlotte Lock, Customer Director for John Lewis made it clear why they decided to go down a slightly different route with the clip. They said: "Many of us have our own unique festive traditions and that makes them even more special.
"The film celebrates themes of family and evolving traditions and shows that a ‘perfect’ Christmas is finding joy together with loved ones, whatever your traditions."
The advert also has music from Andrea Bocelli – loved by the Kardashians and performed at both Kim and Kourtney's wedding – as he released his song Festa. The track was written specifically for the clip and is very different to what had been predicted for this year.
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- John Lewis
- Christmas
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