This week,
John Lewis released their new Christmas advert on the same day the US election
was decided. This has confused some. However, my dad works for John Lewis and
he’s got hold of some of the emails that led up to the advert’s release. I
think they explain everything.
 |
| The release date of the advert has puzzled some. |
-------06/10/16 14:32-------
Hi
Patrick,
Just to let you know, I've updated the ending of option 3:
The polar bear crawls
out of her cage to mourn her lost babies. As she is mourning she slips on the
ice and accidentally CRUSHES Zookeeper 8.
Because Zookeeper 6
is using a WEAK stick bought from House of Fraser, it breaks in two when he
uses it to try and sound the alarm. The ghost from earlier laughs in his face: he
was warned.
Zoo catches fire and
although we do not see its full effects we see it spread to the bird
enclosure.
On screen emerges the
phrase #whyletthemdie.
Let
me know what you think.
Cheers,
Daniel
-------06/10/16 20:09-------
Hi
Daniel,
Yes
that’s a nice update, but I still feel like option 3 is a little too dark and emotionally
manipulative.
Also,
just realised something: our current release date is the 9th, and
obviously if the polls are to be ignored there’s a strong chance of some pretty
bad news that day. I’m just worried a lot of people will be feeling awful and
might not want watch a CGI animal go through a two-minute emotional voyage.
Maybe
we could produce something a bit more sensitive to the occasion?
Pat.
-------08/10/16 12:30-------
Hi
Patrick,
Yes
obviously I’m aware of what’s happening that week, but upon drinking I’ve
decided that option 6 is perfect, whatever the outcome. Here it is again
to jolt your memory:
Christmas
Ad - Option 6
British road covered
in snow to remind everyone that it is nearly Christmas and that they should be
shopping.
We join our family. They
are black, but they’ve got a big house so it’s fine.
The daughter is
bouncing on her bed, exercising her thighs.
CGI dog looks at her bouncing up
and down. At this point we don’t know what CGI dog is thinking and sceptical viewers
may assume it is about dog food or sex – THEY WILL HAVE EGG ON THEIR FACE COME
THE EMOTIONAL PAYOFF.
The mum enters to put
the daughter to bed. She comments on how strong her thighs have become.
Note: The mum is really
attractive but in a sort of realistic way so that women watching still feel
like it’s their fault they don’t look like that.
Camera shows the garden and it is
revealed that DAD has bought daughter an outdoor gift (not sure on specifics
yet but I am thinking either jacuzzi, swing, trampoline or lawnmower) and
begins to assemble it in the garden, while ungrateful wife looks on. At one point
he loses his arm but carries on, in a moment that will echo Armistice Day and
also act as clever wordplay on Armistice Day.
CGI animals emerge and play on the
trampoline as if it were some un-emptied bins. CGI dog watches on potentially
still thinking about sniffing bums or whatever.
Daughter wakes up and sees the
trampoline. She uses her thighs to march towards it but CGI Dog pushes her over
with its claws and gets to the trampoline first (Egg/Face).
On screen we see the social media
hook: #gotojohnlewis
Cheers,
Daniel
-------08/10/16 19:45-------
Hi Daniel,
I do see
that Option 3 is the strongest we’ve got, even if the hashtag needs work. But,
I really think we need to consider the effect the potentially awful news might
have on people’s reaction. How about something where people of all different
races and nationalities come together on Christmas day to buy each other gifts?
Pat.
-------09/10/16 09:12-------
Hi Patrick,
I don’t think
you quite understand. We are talking about a DOG on a TRAMPOLINE.
Obviously
if it was just a dog NOT on a trampoline, or a trampoline ON ITS OWN, I would
be able to see where you were coming from. But for Christ’s sake this is a
FUNNY and WACKY scenario and I’m starting to think you haven’t even tried to
picture just how crazy a situation this would be.
Yes I have
thought about the fact there might be some bad news that week but what I’ve
also done is I’ve bothered to imagine a canine
bouncing on a piece of rubber designed specifically
for HUMAN USE. And you know what, I chuckled.
Please don't talk to me about this again until the advert is out.
All the
best,
Daniel.
-------09/11/16 08:13-------
Hi Daniel,
Obviously
we’ve all seen the news.
Really think people aren’t going to want to watch the
ad given what’s happened – if anything it’ll feel like a bit of a piss-take, us trying to emotionally manipulate people given how they’re most likely feeling. Maybe
we should maybe change our strategy or just delay the TV release.
Pat.
-------09/11/16 11:20-------
Patrick,
Yes I’ve
seen the news but I don’t know how I can make this any clearer!! Listen:
DOG IN PARK
- NO REACTION.
TRAMPOLINE
IN BIN – PEOPLE CONFUSED.
POLAR BEAR
CRUSHES ZOO KEEPER – WILL KNOW NOVEMER 2017.
DOG ON
TRAMPOLINE – EVERYONE FEELS MIDDLE CLASS AND BUYS OUR STUFF.
I don’t want to hear
any more from you on this.
Daniel.
-------09/11/16 13:02-------
fuck have
you seen whats happened in America!! oh my fucking god
Daniel.
-------09/11/16 13:39-------
Patrick
can you reply to me please! The US election happened YESTERDAY and it’s the
worst result imaginable! No-one is going to give a flying toss about the dog on
the fucking lawnmower!! why didnt we think of this!!
Daniel.
-------09/11/16 14:01-------
Okay just re-read
all our emails.
You weren’t talking about England playing India at cricket at any point were you.
