New John Lewis rebrand advert melts viewers´ hearts
‘Fell asleep in September, woke up in December’: Viewers left baffled after mistaking latest John Lewis advert for its CHRISTMAS promo during last night’s Bake Off – but others claim it was BETTER than the cookery show
- John Lewis marked its rebrand with a 90 second advert during Bake Off
- Many viewers took to Twitter to question whether this was the Christmas ad
- Several said that they enjoyed the heartwarming clip more than Bake Off
- The department store told the MailOnline this is not its Christmas advert
Viewers of last night’s Bake Off were in for an apparently unseasonable surprise when John Lewis its major rebrand with incredibly detailed 90-second advert.
The heartwarming clip sees a school production of Queen’s Bohemian Rhapsody which left some viewers scratching their heads as to whether the Christmas advert had come early.
And while the department store has confirmed with the MailOnline that it won’t launch a festive campaign until later this year, many viewers took to Twitter to voice their confusion.
John Lewis launched a 90 second advert during last night’s episode of the Great British Bake Off as part of their major rebrand showcasing a school production of Queen’s Bohemian Rhapsody
Lyndsay Lloyd tweeted: ‘Got rather confused at the new John Lewis advert. Fell asleep in September and it felt like I woke up in December #nomorenaps.’
Another Twitter user wrote: ‘So that John Lewis advert: does Brexit mean we are having Christmas in September?’
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A third added: ‘Good luck topping that at Christmas without getting the actual Queen involved #nothingbeatsbohemianrhapsody.’
The advert was directed by Dougal Wilson, who was the brains being the ‘Buster the boxer’ and ‘Monty the penguin’ Christmas adverts so popular with fans.
It was made by adam&eveDDB, the powerhouse agency behind all of the recent Christmas adverts millions say marks the start of the festive period.
Many viewers mistakenly believed that the department store had released its annual Christmas advert and claimed that other stores had a lot to compete with
The clip, which took five days to film and had 82 children in the cast and 11 adults, was aired during Tuesday night’s episode of the Great British Bake Off on Channel 4 – and for many it was highlight.
One Twitter user said: ‘An hour behind everyone on catchup but WOW! Paid more attention to the advert than I have been to #GBBO’.
Janice Birch posted: ‘Waitrose & John Lewis advertisement! Set quite a challenge for all school drama & music teachers: fab classic.’
The clip took five days to film and had 82 children in the cast and 11 adults, John Lewis has confirmed that this is not its Christmas advert
Many viewers admitted that they enjoyed the advert more than the Bake Off, with several rewinding to rewatch it
Caroline Greenwood wrote: ‘John Lewis are pretty much peaking on the ad front right now … what an earth are they gonna do for Christmas?!’
Laura Jayne Lines said: ‘OMG has anybody seen the new @jlandpartners advert. Absolutely fantastic, was smiling all the way through it! Well done!’
The advert celebrated the rebrand the veteran department store has undertaken in a bid to boost its fortunes during a difficult period for all high street traders.
It sees the John Lewis department store chain and supermarket Waitrose dubbed John Lewis & Partners and Waitrose & Partners.
In June, John Lewis warned that its half-year profits will be ‘close to zero’, while profits for the full year will come in ‘substantially’ lower than last year, raising alarm over its trading.
The store declined to put a price on the production but its budget in previous years saw the firm spend around £1 million on putting each campaign together and another £6 million on television slots.
John Lewis and Waitrose launch new branding in a bid to boost fortunes during tough period for the high street
A shopper carries a Waitrose & Partners bag bag outside the rebranded John Lewis store in Oxford Street, central London today
The rebranding will take place over the next five years and the business is also looking to make huge savings
The John Lewis Partnership has officially launched its rebrand as the group looks to boost its fortunes during a difficult period for the high street.
While it will be fully rolled out over the next five years, the new branding was unveiled at John Lewis’s flagship Oxford Street store, as well as Waitrose in Edgware Road and Clerkenwell and on its websites.
The company said it had made the changes to put its 83,000 staff, known internally as partners, ‘at the heart’ of the business.
The packaging of Waitrose own label product ranges will begin a five year programme of change from October, starting with the new Christmas range later this year, as well as the launch of its new ‘Free From’ range in October.
Paula Nickolds, John Lewis & Partners managing director, said: ‘Our Partnership business model and the inherent strength of our partners really sets us apart.
‘That’s why the change to our visual identity this week puts partners back at the heart of everything we do. This move not only reflects the business we have become but more importantly, the business we want to be.’
To support the launch, the firm is embarking on its first joint John Lewis & Partners and Waitrose & Partners national marketing campaign, which includes a new TV and cinema advert.
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