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News Is this the end of the traditional tearjerker John Lewis Christmas advert? Retailer swaps UK agency that produced family-friendly ads for French studio that made ‘noxious’ Rihanna video
By Katie Hind
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They’re the iconic TV ads which originate up Christmas six weeks early, heartwarming family fare with all the trek-jerking trimmings. On the other hand, this year’s seasonal offering from John Lewis might perhaps perhaps perhaps point out rather more robust to swallow.
After a 14-year partnership, the quintessentially British retailer has axed the UK selling agency in the again of its festive campaigns in favour of an edgy French outfit called Megaforce.
The Paris-primarily primarily based fully company’s past work involves a video heavy on violence, sex, treatment and torture to promote Rihanna’s tune B***h Better Have My Cash.
The video had the star and two accomplices kidnapping the wife of a dishonest accountant and subjecting her to a spread of sadistic humiliations, ending in horrific murders.
Rihanna ultimately dismembers the accountant before, covered in blood, she lounges bare in a monumental chest filled with cash. Critics personal described the video as ‘horrific’ and ‘depravity as a hobby’.
FIRESTARTER: Excitable Edgar the younger dragon used to be a tall hit in the 2019 John Lewis advert
CAPTIVE AUDIENCE: Rihanna, honest, in B***h Better Have My Cash video
It is all a some distance divulge from John Lewis Christmas classics reminiscent of The Boy & The Piano (2018) depicting Elton John as a exiguous boy receiving a piano from his mother.
Then there used to be The Lag (2012), featuring a snowman who leaves a backyard to whisk reward browsing for his wife.
Other favourites include The To find & The Hare (2013), the keep apart a hare buys a hibernating undergo a terror clock to wake him up for Christmas; Monty The Penguin (2014) and his search for adore; Moz The Monster (2017), whereby a boy makes friends with a monster living below his bed; and Excitable Edgar (2019) – a chaotic younger dragon keeps atmosphere fire to issues but is current by villagers after igniting Christmas pudding.
Megaforce, owned by Leo Berne, Clement Gallet, Charles Brisgrand and Raphael Rodriguez, has a gold-chip vary of purchasers including Nike, Dior, Apple and Eurostar.
In dishing out with Adam & Eve, the main UK agency which has labored with John Lewis since 2009, the retailer seems to personal bowed to criticism that its ads had been too ‘safe’ Its 2022 offering, The Beginner, seen a rapidly-to-be foster dad study to skateboard before welcoming his daughter into the family home.
One industry insider stated: ‘There is a feeling that final year’s advert used to be yet again that warm, type tearjerker. There used to be loads of squawk within John Lewis that issues must be freshened up. It is some distance now being predicted that this year’s marketing campaign will be top class and excessive end.
‘There is loads of excitement about this one. It has been done and these few other folks that know what or no longer it is about can no longer wait to piece it.’
A spokeswoman for John Lewis declined to comment. The marketing campaign’s theme, to be unveiled in November, stays carefully guarded. Those eager were told to claim they’ve been working on an insurance protection advert.
WINGS OF LOVE: A bit boy with his friend Monty the penguin in 2014
FURRY FRIEND: Moz the monster lived below a boy’s bed in 2017 marketing campaign
Neither is there any hint of the soundtrack. Outdated ads personal featured haunting ballads reminiscent of Lily Allen’s quilt of Someplace Most reasonable We Know, Bastille’s model of Can’t Fight This Feeling, and Ellie Goulding singing Your Tune.
Though outlined by sugary-candy themes the retailer’s Christmas ads personal no longer been immune from controversy.
Buster The Boxer (2016) used to be the easiest of tales whereby a girl wakes on Christmas morning to the trampoline of her dreams – only to safe that the family canines moreover enjoys bouncing and can no longer let her on.
The video inspired a wave of social media clips showing trampolining dogs till a vet web page online warned that bouncing dogs can derive badly injured.