John Lewis
Christmas Campaigns
The Golden Thread
Problem: We cannot win on price or range. We win by owning the emotional meaning of Christmas. The gift is not the product. The gift is the thought.
Tension: Thoughtful givers want to give meaningful gifts but feel overwhelmed by commercialism.
Position: For people who believe gifts should mean something, John Lewis understands Christmas is about thoughtfulness, not things.
Platform: Own the emotional meaning of giving. Tell stories about the thought behind the gift.
Definer
The Brief: John Lewis needed to own Christmas in retail. The challenge: differentiate from price-led competitors.
Problem Reframe: We cannot win on price or range. We win by owning the emotional meaning of Christmas. The gift is not the product. The gift is the thought.
Category Convention: Retail Christmas advertising focuses on deals, products and urgency. It is loud, price-led and forgettable.
Targeter
Audience: Thoughtful Givers
Tension: They want to give meaningful gifts but feel overwhelmed by commercialism. They want Christmas to feel special, not transactional.
Positioner
Position Statement: For people who believe gifts should mean something, John Lewis is the retailer that understands Christmas is about thoughtfulness, not things.
We Are Not: Price-led. Urgent. Product-focused. Shouty.
Strategist
Direction: Own the emotional meaning of giving. Tell stories about the thought behind the gift, not the gift itself. Make people cry, then shop.
Forge: Territory Exploration
The Thought Counts
Stories about givers, not gifts. Sacrifice and care.
Feel: Tender, emotional, tearjerker
Childhood Wonder
Magic of Christmas through young eyes. Anticipation.
Feel: Nostalgic, innocent, warm
Unlikely Friendship
Unexpected connections. Outsiders finding belonging.
Feel: Heartwarming, inclusive, modern fable
What The Creatives Made
A series of annual films: a boy waiting to give his gift, a man on the moon, a monster under the bed, an excitable boxer dog. Each tells a story of thoughtfulness. The brand became synonymous with Christmas emotion.
"For gifts you can't wait to give."
Why It Worked
- Created a cultural moment that people anticipate each year
- Exclusions banned price messaging, forcing emotional storytelling
- Music licensing became a signature brand asset
- Made John Lewis the emotional benchmark for Christmas retail