John Lewis hunts for the perfect Christmas gift
It's 20 years since the first John Lewis Christmas campaign and, two decades in, and with the help of Kristin Scott Thomas and a toy dog called Pickles, the brand asks us not to give up on giving.
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Credits
View on- Agency Saatchi & Saatchi/London
- Production Company SMUGGLER/London
- Director Lucy Forbes
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Credits
View on- Agency Saatchi & Saatchi/London
- Production Company SMUGGLER/London
- Director Lucy Forbes
- Editing tenthree
- Post Production/VFX Selected Works
- Color Harbor Picture Company/UK
- Sound 750mph
- Music Supervision Wake The Town
- Production Services Solent Film
- Hero Talent Casting Talent Republic
- CEO Claire Hollands
- Chief Creative Officer Franki Goodwin
- Creative Director Simon Cheadle
- Head of Creative (Social & BTS) Caroline Paris
- Associate Creative Director George Coyle
- Associate Creative Director Sam Simmonds
- Copywriter Paddy Fraser
- Producer/Deputy Head of Production (HP) Sam Robinson
- Senior Producer (Supplier Funded, Social & BTS) Izzy Woods
- Managing Director Lucy Kelly
- Executive Producer Kerry Smart
- Producer Martha McGuirk
- Production Designer Alex Holmes
- DP Lasse Frank
- Executive Post Producer Ed Hoadley
- Post Producer Rachel Goodger
- Editor Ellie Johnson
- Assistant Editor Rebecca Campbell
- Executive Post Producer Alex Fitzgerald
- Post Producer Angie Broomfield
- Post Creative Director/VFX Supervisor Amber Frisenda
- Online Max Marshall
- 2D Lead Dan Adams
- Head of Color Production Charlie Morris
- Color Producer Sarah Banks
- Colorist Toby Tomkins
- Executive Audio Producer Olivia Ray
- Head of Audio Production Rachel Saxon
- Sound Designer/Audio Mixer Sam Ashwell
- Sound Designer/Audio Mixer Jake Ashwell
- Music Supervision Founder/Director Dominic Bastyra
- Costume Designer Suzanne Cave
- Hero Talent Casting Founder & CEO Anne Batz
- Casting Ali Fearnley
- Talent Kristin Scott Thomas
- Director of Voice Casting Kirsten Troy
- Dog Voice Paul Whitehouse
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Credits
powered by- Agency Saatchi & Saatchi/London
- Production Company SMUGGLER/London
- Director Lucy Forbes
- Editing tenthree
- Post Production/VFX Selected Works
- Color Harbor Picture Company/UK
- Sound 750mph
- Music Supervision Wake The Town
- Production Services Solent Film
- Hero Talent Casting Talent Republic
- CEO Claire Hollands
- Chief Creative Officer Franki Goodwin
- Creative Director Simon Cheadle
- Head of Creative (Social & BTS) Caroline Paris
- Associate Creative Director George Coyle
- Associate Creative Director Sam Simmonds
- Copywriter Paddy Fraser
- Producer/Deputy Head of Production (HP) Sam Robinson
- Senior Producer (Supplier Funded, Social & BTS) Izzy Woods
- Managing Director Lucy Kelly
- Executive Producer Kerry Smart
- Producer Martha McGuirk
- Production Designer Alex Holmes
- DP Lasse Frank
- Executive Post Producer Ed Hoadley
- Post Producer Rachel Goodger
- Editor Ellie Johnson
- Assistant Editor Rebecca Campbell
- Executive Post Producer Alex Fitzgerald
- Post Producer Angie Broomfield
- Post Creative Director/VFX Supervisor Amber Frisenda
- Online Max Marshall
- 2D Lead Dan Adams
- Head of Color Production Charlie Morris
- Color Producer Sarah Banks
- Colorist Toby Tomkins
- Executive Audio Producer Olivia Ray
- Head of Audio Production Rachel Saxon
- Sound Designer/Audio Mixer Sam Ashwell
- Sound Designer/Audio Mixer Jake Ashwell
- Music Supervision Founder/Director Dominic Bastyra
- Costume Designer Suzanne Cave
- Hero Talent Casting Founder & CEO Anne Batz
- Casting Ali Fearnley
- Talent Kristin Scott Thomas
- Director of Voice Casting Kirsten Troy
- Dog Voice Paul Whitehouse
It's traditional for the UK's festive season to only begin once the John Lewis Christmas campaign is out in the world. So, with that being the case, Merry Christmas, everyone.
This year's yuletide treat features Dame Kristin Scott Thomas as a grandmother looking for gift inspiration with the help of an old wooden toy dog called Pickles, voiced by Paul Whitehouse.
Created by Saatchi & Saatchi London, directed by Lucy Forbes through SMUGGLER and called Gloria and Pickles, the spot issues a heartwarming call to UK shoppers to make festive gifting personal, joyful and meaningful once again. In the three-minute film, Scott Thomas's grandmother, Gloria, welcomes her grandchildren to her house but isn't sure how to entertain them, so tries introducing them an old toy she received as a gift; Pickles, a vintage Little Snoopy Pull-Along Toy.
This year has been a joyful collaboration with a series of icons; a Dame, a record-breaking artist, and an enduring wooden toy.
The kids seem unimpressed so, daunted by the task of what to give them for Christmas, Gloria resorts to simply placing money in their Christmas cards in lieu of a gift, for which Pickles, who has sprung to life, admonishes her. Pickles then drags Gloria out of the house on a gifting mission, eventually finding their way to, you guessed it, John Lewis.
The spot is set to Sam Fender's reworking of the Rolling Stones classic, You Can’t Always Get What You Want, a suggestion from Forbes who had seen a video of Mick Jagger praising Fender's music. “I’m a fan of Sam’s work," Jagger said, "so I was pleased to hear he was covering one of my songs. I think he’s done a great job with it.”
“This year has been a joyful collaboration with a series of icons; a Dame, a record-breaking artist, and an enduring wooden toy," said Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi. "I would also add our director Lucy Forbes to that list, who was, for us, the only person to bring this powerful intergenerational story to life. Finding the perfect balance between relatable family dynamics and proper magic gave us the opportunity to create this glorious celebration of giving. This one really does have something for everyone.”
“The John Lewis Christmas advert is a beloved tradition, but for its 20th edition, we wanted it to feel extra special," added Rosie Hanley, John Lewis's Marketing & Loyalty Director. "Bringing in the sparkle of Dame Kristin Scott Thomas and Sam Fender has helped bring this story to life beautifully. It’s a storyline that so many of our customers will relate to; I’ve definitely resorted to putting cash in an envelope for fear of getting it wrong. But our message this year is simple: Don’t give up on giving. We hope this restores the nation’s gift-giving confidence and encourages customers to rediscover the joy of choosing something truly thoughtful for the people they love.”
“I simply couldn’t resist the opportunity to lead a John Lewis Christmas advert - it's such a cherished part of the festive season," commented Scott Thomas. "Plus, Gloria’s journey captured my heart straight away. She represents so many parents and grandparents who want nothing more than to create lasting memories with the younger generation. Working alongside Pickles to create the ‘Gran Cave’ was an absolute joy, and I hope the ad brings a big smile to families across the UK this Christmas.”
I simply couldn’t resist the opportunity to lead a John Lewis Christmas advert - it's such a cherished part of the festive season.
Physical copies of Sam Fender’s You Can’t Always Get What You Want are available on 7” and CD from the John Lewis website. The single is backed with Sam Fender’s 2020 cover of Winter Song, available physically for the first time. All John Lewis profits from each record sold will be donated to UK leading charity Action for Children, John Lewis' charity partner for its Building Happier Futures programme, which supports those who have grown up in care to build brighter futures.
“It was a privilege to rework such an iconic song by such a legendary band," said Fender. "In the spirit of Christmas, we re-recorded the children’s choir with the kids from my old school, John Spence Community High School, and we arranged a brass section with the Easington Colliery Band.”
