It was the defining question of last Christmas _ did you find Adam & Eve’s John Lewis advert a tearjerking reminder of what the holiday season could and should be about or did you find it unbearably smug and schmalzy? Either way it was hailed as monster success, scooping awards and apparently contributing to a bumper year for the store.
Since then Adam & Eve have been bought by DDB and Saturday night saw the debut of the new Never Knowingly Undersold splitscreen spot. It has some of the same key ingredients – high production values, a contemporary musician covering an 1980s track (in this case Paloma Faith doing INXS’ Never Tear us Apart) and emotional appeal by the bucketload, and it’s likely to similarly polarise opinion.
It doesn’t feel massively original but on its own terms there’s little doubting its power and for a big, family brand aiming for a mainstream audience (the ad was first shown during The X Factor) this advert ticks all the right boxes. More than that it’s been all over social media in the past few days and there are some neat touches such as the art gallery shot. By pitch-perfectly fulfilling its brief, Adam & Eve seem to have done it again,
- Submit Saturdays: So you’ve built your website, what’s next?
- Kalen Hollomon's collages mix sex with fortune cookies
- Best of the web: a whole host of internet goodies
- Mould Map's latest issue is brought to life as an exhibition
- Photographer Toru Akai uncovers the Invisible Machinery that defines modern life
- Kuti Kuti, the comic association looking to educate and inspire
- “Nymphomaniac” photographer Casper Sejersen's explosive images
- Anja Wicki's sarcastically sweet comic illustrations
- Logo Pizza is selling 50 ready-made logos that increase in price with each one sold
- London Design Festival: where to go and what to see
- Caitlyn Murphy's paintings elevate the charm of everyday life
- Sean Lotman’s serenely psychedelic photographs of Japan