Twitter: #NotARetailStore
Twitter’s festive offering launches with the heartwarming story of mistaken identity – the case of the real John Lewis.
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Mother’s sister agency The Romans, has created a charming campaign for the social platform that launches with the hashtag #NotARetailStore.
It must be tough being named Dorothy Perkins, Harvey Nichols, Gregg(s) or… erm Tesco. But imagine what it’s like for anyone christened John Lewis at this time of year, when the world holds its breath for the release of ‘that ad’ and, in the UK at any rate, the popular department store seems to own Christmas.
This is the plight of a certain eponymous Virginia-based science lecturer who has owned the Twitter handle @JohnLewis since 2007 and each Christmas receives a gazillion tweets (last year it was 50,000) reacting to the retail store’s ad plus requests for product info and more; Tweets that the affable Mr J Lewis dutifully – and with some wit replies to – earning him more than 40,000 followers.
No wonder he’s been chosen to front the social platform’s festive ad, which portrays him setting about his heavy Tweeting workload, with a droll song “in the bleak mid-Twitter” and a tagline encouraging the viewer to 'join the conversation – even if it’s by mistake'. The amusing spot also includes some smart nods to past JL ads – penguins, moon and dog ornaments and a telescope.
If you want to lessen his workload, the real department store handle is @jlandpartners
