Making of: John Lewis 2011 Christmas ad

Looks like John Lewis has done it again – a Christmas TV ad that tugs on the heartstrings and becomes an instant viral hit.

Created by Adam & Eve, “The Long Wait” tells the story of a young boy impatiently counting down to Christmas. It launched in the UK on Friday (November 11), and has already racked up over 1m views on Facebook. It follows in the footsteps of last year’s For those who care about showing they care, featuring Ellie Goulding’s version of Your Song.

Here’s a look at how the £5m spot was made, with thoughts from John Lewis’ Craig Inglis, director of marketing, and Lloyd Page, head of brand marketing, as well as Adam & Eve creative director Ben Priest, alongside John Long and Matt Gay from the creative team:


And watch the ad itself, below:

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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