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21 August 2015

Busting some moves... amongst other things

by Alice May

John Lewis: “Tiny Dancer” - 90s

In a performance worthy of Abigail Breslin in 'Little Miss Sunshine', a young girl dances her heart out around the house. In her mind important folk from the Royal Ballet are secretly watching and whispering: "Who is this gifted creature? We must have her for our very own."

In reality, she's fortunate to have parents with home insurance that indemnifies the results of her more enthusiastic moves.

It's another superb ad for John Lewis from Dougal Wilson. The concept is terrific in its simplicity and relatability and Wilson has teased it out perfectly to create a heart-warmingly charming piece of work.

Wilson has ensured we're drawn into her world - she truly is Elton John's Tiny Dancer - and it doesn't matter whether you're male or female, you'll still remember childish fantasies of having a talent that would no doubt stun the world if only it could be bothered to actually notice you for a moment.

It cloaks the whole commercial with a feelgood factor which conveys without words that choosing home insurance from John Lewis is a step towards being the ideal parent.

How so? You don't deliver warnings about toppling glasses and pot plants in a bloodcurdling screech and - whatever path your offspring take - they can look back on their childhood and feel they were more important to you than the stuff they accidentally, if regularly, annihilated around the home.

Creative Agency: adam&eveDDB Ⓟ Ⓦ
CCO: Ben Priest
ECD: Ben Tollett / Richard Brim
Creative: Jo Cresswell / Sian Coole
Planner: Tom Sussman
Head of Film: Matt Craigie-Atherton
Agency Producer: Jack Bayley
Film Production: Blink Ⓟ Ⓦ
Director: Dougal Wilson Ⓟ Ⓦ
Producer: Ewen Brown
Executive Producer: Julie Evans
Editor: Joe Guest Ⓦ @ Final Cut Ⓟ Ⓦ
Post Prod Producer: Hannah Ruddleston @ MPC Ⓟ Ⓦ
VFX Shoot S'visor: Tom Harding
Colourist: Jean-Clément Soret
Sound Designer: Anthony Moore @ Factory Ⓟ Ⓦ
Media Planner: James Parnum

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