Every November, the John Lewis Christmas advert becomes a national talking point. This year, much of the conversation has been critical, with much of that criticism directed at the children’s behaviour on screen.
This year’s ad stars Kristin Scott Thomas as Gloria, a grandmother who swaps envelopes of cash for a Christmas den she can share with her bored grandchildren.
But perhaps the real message has been rather lost in the criticism.
Christmas has become increasingly commercial. More expensive presents, bigger expectations, endless wish lists and the pressure to spend more. Somewhere along the way, we seem to have forgotten that the greatest pleasure of Christmas was never really about how much something cost.
It was about the thought behind it.
There was once a particular joy in Christmas shopping. Thinking about what someone might like, making a special trip to the shops, browsing the displays, finding something unexpected, taking it home and wrapping it. The anticipation of giving it, watching someone open it and seeing their reaction.
And, of course, the familiar sight of a child having just as much fun playing with the cardboard box as with the expensive present inside.
None of that was really about money. It was about the experience, the excitement and the connection between people.
That, I suspect, is what John Lewis is trying to remind us of.
Gloria’s grandchildren may appear ungrateful, but perhaps that is precisely the point. They don’t need another envelope of cash or another expensive gift. What they need, and what Gloria ultimately gives them, is something they can enjoy together. Something that creates a memory rather than simply another transaction.
And there is a bigger business story here too.
For decades, John Lewis could compete on almost everything: price, product, service, clothing and homeware. Today, increasingly formidable competitors are fighting those battles. Amazon is quicker and more convenient. Lidl is cheaper. M&S has food and fashion in more locations.
When the practical reasons to choose a retailer become less compelling, what remains is something much harder to put a price on.
Experience. Loyalty. Nostalgia. Emotion.
These are the qualities John Lewis has spent generations building, and they are exactly what this year’s advert reaches for.
For many people, particularly older generations, John Lewis wasn’t simply somewhere you bought a present. It was part of Christmas itself. The window displays, the decorations, the excitement of visiting the store, the pleasure of choosing something special. Shopping wasn’t just a means to an end. It was part of the occasion.
And perhaps that is the cleverest aspect of the campaign. It speaks to a generation that remembers Christmas before online baskets, next-day delivery and gift cards became the default solution. A generation that understands the difference between a present’s value and its price.
It’s also a generation with a longstanding emotional attachment to John Lewis, and one whose loyalty and spending power remain enormously important to the business.
That doesn’t mean the advert is beyond criticism. The portrayal of the grandchildren risks distracting from the very sentiment it is trying to communicate. And there was arguably an opportunity to celebrate more of the traditions that made Christmas shopping at John Lewis special.
But the underlying message is good and important.
There is nothing wrong with buying beautiful presents or enjoying the excitement of Christmas shopping. Indeed, John Lewis depends on people continuing to do exactly that. The point is that buying a gift should be about more than its price tag. It is the consideration, the experience of choosing it, the anticipation of giving it and the memories that follow which give it meaning.
For John Lewis, that is both a powerful emotional message and a commercial opportunity.
The challenge for the brand is to make that nostalgia relevant to a modern customer, particularly when fewer people have a John Lewis store nearby, and so much Christmas shopping now takes place online.
The lesson for businesses is that reputation isn’t built on price and product alone. It is built on how people remember you, how you make them feel and whether the values they associate with your brand still mean something.
Social media criticism doesn’t necessarily mean a campaign has failed. Sometimes the most important question is whether people have understood the message beneath the noise.
John Lewis may sell the presents, but its greatest asset could be reminding us why we wanted to give them in the first place.
And perhaps that is something worth remembering this Christmas.
The strongest brands don’t just sell us something. They remind us why it matters.
At Keith Bishop PR, we believe the stories that connect are the ones that understand the people behind the purchase, the business and the brand.