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,
- Xiang Guan’s Symbiotic Objects require a human component
- Alex Fergusson on the provocative and powerful nature of surface graphics
- Bendik Kaltenborn talks us through his retrospective book, collating ten years worth of work
- Meet music-obsessed graphic designer François Boulo
- César Pelizer’s 2D and 3D experiments are full of humour and imagination
- The irreverent spontaneity of Stefan Marx’s markmaking
- Vicky Grout takes us on a photographic trip through east London using Kodak's Ektra smartphone
- The Visual History of Type author Paul McNeil selects and dissects his six favourite faces
- Timo Kuilder combines clean-cut linework with limited colours in his editorial work
- David Luraschi’s strikingly simple new campaign for fashion brand Jacquemus
- How 13 designers responded to a one-word brief: water
- Nicolas Ménard creates short animation for online mortgage broker Habito