15 Nov John Lewis & Waitrose breathe fire into Christmas
It’s official – Xmas has begun. How do we know? Because the new John Lewis seasonal ad has landed accompanied by a frenzy of media attention.
And while it points to a ‘humbug’ disposition, each year, here at Product of the Year HQ, we long to not like it. To not get caught up in the schmaltz and whimsy, to not be seduced by a story that pulls at the heartstrings and makes you go ‘Ah’.
And once again, we’ve failed miserably. Great storytelling transcends logic and hits you right where it hurts. A full-on emotional response that reminds us that there are pockets of loveliness still out there – simple, innocent, authentic.
Which neatly brings us back to brand. Increasingly we demand the brands we share our lives with to be straightforward and authentic. Brands that make the day-to-day that little bit easier. Brands we have an emotional connection to.
Each year at Product of the Year we are in the privileged position of getting a first dibs look at the brilliant new products out there. Constantly working hard to innovate and remain relevant we recognise and celebrate those brands that are working hard to remain connected to the consumer. Forging an every stronger link by being better and braver, solving the small problems that have a disproportionately big impact on our lives.
John Lewis (and Waitrose) has once again demonstrated the true value of emotion. An expensive (seven figure) perfectly formed nugget of brand storytelling that is quite simply priceless.
(PS. Excitable Edgar (and merchandise (love the Wellies!) is available to buy in store. That’s Christmas sorted…)