John Lewis 2012 advert: which half works?

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John Lewis, the UK retail chain has unveiled its 2012 ad, titled ‘The Other Half’. It shows love story unfold across two different eras (split-screen being the creative device) and connects it to ‘things that really matter do not change’ as an idea.

Agency: Adam & Eve/DDB

The ingredients are all in place: cover version of a popular song (INXS track Never Tear Us Apart, re-recorded by Paloma Faith) which fits in well with the story, interesting creative device and the story idea has relevance to ‘things that matter do not change’ idea. Yet, I felt that the magic was missing. The story comes through alright (my 7-year old saw the ad and asked if they lived in two different countries) but still, the goose-flesh factor was missing perhaps. Oh well, maybe it was just the fact that they showed the guy using a Galaxy Note rather than an iPad.

And if you want to know what ‘Never knowingly undersold’ means, head here. You liked the ad?


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