John Lewis dumps agency behind its 14 years of tear-jerking Christmas adverts

JOHN Lewis is dumping the agency behind its 14 years of tear-jerking Christmas adverts.

The retailer yesterday said it had parted ways with Adam&eveDDB, the creative firm responsible for its Man on the Moon, Excitable Edgar and Bear and the Hare campaigns.

PA

John Lewis’s 2022 Christmas advert was ‘The Beginner’[/caption]

Saatchi & Saatchi, the agency best known for its Labour Isn’t Working campaign, will take over as the group’s advertising partner.

John Lewis’s Christmas adverts became such an event in the festive calendar that the retailer held pre-screenings in cinemas.

But even loyal John Lewis fans had begun to tire of the overly sentimental, big-budget campaigns, including 2021’s lost alien-themed Unexpected Guest and last year’s offering focusing on foster caring.

Sarah Jenkins, managing director at Saatchi & Saatchi, declined to reveal the new direction for the Christmas ad but said: “A high bar has been set and we cannot wait to beat it.”

Sarah declined to reveal the new direction for the Christmas advert but said that it was “the advertising moment of the year.”

She said that there was a keen awareness to “talk to a modern UK” .