Along with the strategy, Saatchi & Saatchi refreshed the creative while relying on some of the familiar cornerstones in John Lewis’ Christmas ads.
“It felt like taking the reins of a movie franchise,” said Saatchi & Saatchi chief creative officer Franki Goodwin. “We wanted to give as much reverence to what’s come before, plus add something different.”
As in many of its previous ads, there’s an emotional narrative, an anthropomorphic character, and an accompanying suite of merchandise (Snapper will adorn products including plush toys, pajamas, a children’s book and slippers.)
The ad was directed by French collective Megaforce, known for their edgier work on Burberry’s recent trio of holiday ads and Nike’s “Nothing Beats a Londoner” in 2018. Megaforce “can come into a category and blow it up,” Goodwin said. “Their treatment brought thoughtful storytelling and nuance—that magical, ‘80s Spielberg-ian feel.”
The soundtrack—normally a slow, wispy cover of a popular tune—is more upbeat this year. Legendary tenor Andrea Bocelli performs the song, titled “Festa” (meaning “celebration”), a rock opera written and produced by Italian duo Le Feste Antonacci.
