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6 November 2015

Spare a thought for distant friends this Christmas.

by Jason Stone

John Lewis: “Man on the Moon” - 2 mins

The anticipation ahead of the John Lewis Christmas commercial grows and grows and this year it's been so enormous that the backlash actually began before anyone had even seen the ad. Those silly naysayers have - as you might expect - just been completely trumped by the film itself which is unerringly beautiful.

A little girl points her telescope at the moon and - to her massive surprise - spots an elderly man shuffling around up there. (You'd think with all those boffins, NASA would be capable of counting their astronauts with sufficient accuracy to notice that fewer came back than took off but there you go!)

She desperately wants him to know that she's seen him and devises a series of clever schemes to get the job done... but none of them quite works. Christmas Day arrives and she seems to be having such a lovely time that she's perhaps forgotten her distant friend. Not so! A gift conveyed by balloons (hey, this isn't a science documentary) glides gently towards him. It's a telescope of his own and the sweetness is fully realised as he points it at our planet and manages to pick out the very bedroom window of the girl who sent it.

It's a beautiful metaphor for our ability to bring a moment of joy into the lives of distant friends and relatives this Christmas by letting them know they're not forgotten. And - in it's own small way - it adds to the growing sense that we could each do more to make sure older people who live by themselves are less lonely.

There will be memes! It's very, very open to parody but DAVID suspects adam&eveDDB don't mind that. So long as their commercial is loved - which it will be - then they won't mind if it's also mocked. Because that's part of what makes this the biggest, most important piece of advertising communication of the year.

PS. The press releases have arrived at DAVID HQ and we now learn John Lewis and adam&eveDDB are using this year's Christmas campaign to raise money for Age UK and to raise awareness of the plight of the lonely. Kudos to them for this...!

Creative Agency: adam&eveDDB Ⓟ Ⓦ
CCO: Ben Priest
ECD: Richard Brim / Ben Tollett
Creative: Miles Carter / Sophie Knox ♀ Ⓟ Ⓦ
Planner: David Golding
Head of Film: Matt Craigie-Atherton
Agency Producer: Lucie Georgeson
Film Production: Somesuch Ⓟ Ⓦ
Director: Kim Gehrig ♀ Ⓟ Ⓦ
Producer: Lee Groombridge
Executive Producer: Tim Nash
Cinematographer: André Chemetoff
VFX: The Mill Ⓟ Ⓦ
Sound Designer: Anthony Moore @ Factory Ⓟ Ⓦ
Music: Half the World Away - Aurora (cover)

David Reviews is hand-crafted at 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.