Trend to Tradition: The Story of The Christmas Advert Revolution

So often, with trends, we don’t remember who started them; we only remember who did it best or worst. But in some rare instances, those who start the trend become synonymous with it, and others who follow compete to improve on and potentially surpass the original’s success.

This is the story of one such brand that didn’t just start a trend; they made it part of their identity.

It’s December 2007. John Lewis has been on a three-year hiatus from Christmas adverts, but they have partnered with Lowe London for their return, and something is about to change in the world of Christmas adverts.

“Shadows” was the first step into a new era for the brand’s advertising. With a budget of £6 million, it was one of the biggest risks in John Lewis’ advertising history. Instead of focusing solely on pushing products, this campaign had a bolder goal: to sell the brand itself. Although John Lewis products appeared in the ad, they weren’t the main focus. The objective was to forge an emotional connection between viewers and the brand.

This was a departure from what the public and competitors expected from a Christmas advert, but it set a new standard that would go on to dominate the holiday season. 

Gone was the traditional product marketing; this was a gamble on brand marketing and one that paid off. Since 2007, John Lewis has honed its approach, incorporating slowed-down covers of classic songs, deepening emotional impact.

As with any successful bold move, the competition quickly caught on. Now, the hype surrounding these seasonal adverts rivals that of major sporting events, with millions tuning in to watch just a couple of minutes of airtime. 

Now, Christmas adverts are shared across social networks, discussed on the news, and reach far beyond their original audience. With the possibility of becoming viral (hopefully for the right reasons), they can become a benchmark against which future campaigns are measured.

Competition is tough, budgets are high, and production values are near those of Hollywood blockbusters. Next year’s campaign wheels are often put in motion before this year has aired.

With all this time, money, and effort spent creating a campaign that doesn’t show any products you are selling, the question is, why do it?

Because people form deep connections with brands, think Apple vs. Android or PlayStation vs. Xbox. While they serve similar functions, brand loyalty is so strong that many consumers wouldn’t dream of switching sides, and this bond is no different for supermarkets.

The takeaway? Marketing a product or service is one thing, but brand marketing is a powerful tool that can make or break a brand, depending on how well it is executed.

Many brands have attempted something ambitious and missed the mark with misguided or poorly timed campaigns, often leading to backlash and reputational damage.

Success is often achieved by making an honest and genuine attempt to connect with potential customers, reinforce loyalty with existing ones, and ensure your brand—not just your product—becomes the topic of positive conversation. 

With all this in mind, will there be a clear winner this year? Could someone change the landscape again? Might poor creative choices lead to a viral sensation that will haunt those who made it like the ghost of Christmas past?

Christmas campaigns start in November, so you won’t have to wait long to find out.

If all this has inspired you to develop your brand, review your strategy, or be the next John Lewis in your sector, then why not discover how Fishtank can elevate your brand?