Marketing Week reports that John Lewis is launching a nostalgia themed Christmas advertising campaign featuring the classic rock tune Sweet Child O’ Mine this time in a rerecorded version by Swedish band Taken by Trees and it is the first time that Taken by Trees music is used in a UK ad campaign. Click on the link above to see the ad!
The campaign is supposed to remind adults of the excitement they felt about Christmas as children and bring out “childhood delight”. It is also supposed to position John Lewis as the place to buy “thoughtful, considered gifts”.
The ad features children playing with Christmas presents, and one girl transforming into an adult as she opens a present.
What do you think? Does it do the job? Well, personally I think that the track is fantastic. And that is a start... so well done John Lewis for choosing such good music. The ad is also very sweet and memorable but I wonder if it clearly connects the consumers to the John Lewis brand... Hmmm, it's definetely nice but is it effective?