John Lewis wishes you a snappy Christmas

Ring the bell, Christmas is officially here because John Lewis has released 2023’s festive film.

This year’s campaign has been created by Saatchi & Saatchi London, which is ushering in its first commercial for the brand since taking over the account from adam&eveDDB.

The campaign follows on from the launch of John Lewis’s Festive Traditions Tracker, a report which reveals the changing nature of Christmas traditions and the ways in which the nation celebrates the festive period.

The hero film, directed by Megaforce through Riff Raff, is called Snapper; The Perfect Tree, and is an extension of adam&eveDDB’s tried-and-tested formula - cute kids and great storytelling - but with a more anarchic edge and a music track which eschews the usual reworked, recognisable ballad, adopting a more esoteric and energetic audio approach.

Taking on the John Lewis Christmas ad – no pressure, right?

At the heart of the story is Snapper, a mischievous Venus flytrap which is cultivated from a seed by a young boy who thought he was buying a grow-your-own Christmas tree. The quick-growing plant, which has the personality of an excitable puppy, and which causes the accompanying mayhem, soon grows too large for the living room and is relegated to the wintry confines of the back garden.

However, on Christmas morning, the young boy, followed by his family, decide to welcome Snapper back into the family fold, going outside to celebrate with their unconventional plant, which reacts with its usual exuberance. The campaign highlights how the unusual or unexpected can lead to a joyful and celebratory time.

Above: Snapper is the star of this year's John Lewis Christmas spot, and a host of accompanying products.

The music accompanying the film is provided by legendary tenor Andrea Bocelli, who performs a song called Festa, which translates as celebration, and was written and produced by Le Feste Antonacci specifically for the spot. The track will be released as a charity single, with the proceeds going to the John Lewis Partnership’s Building Happier Futures charities.

Snapper; The Perfect Tree will be discussed in detail by Saatchi's and John Lewis at the shots Out of the Box event, in the Anatomy of an Ad session. 

“Taking on the John Lewis Christmas ad – no pressure, right?” said Franki Goodwin, Saatchi & Saatchi’s Chief Creative Officer. “It’s been quite the six months. But, honestly, having built a fully integrated campaign, and worked with the icons that are Megaforce and Bocelli to make a film that retains what is quintessential about a John Lewis Christmas ad, but evolves it into something perhaps a bit more unexpected, wilder and funnier, I really do appreciate that pressure is a privilege – and making this has been a huge one.”

[Megaforce's] treatment for this campaign brought thoughtful storytelling, tradition and magic.

“We hope the nation falls in love with little Snapper, the wannabe Christmas tree, as much as we have,” added Rosie Hanley, John Lewis’s Marketing Director. "He embodies what’s magical about Christmas – bringing loved ones together, holding on to what we love about Christmas traditions, and embracing new ones.”

Above: Andrea Bocelli provides the music for this year's John Lewis Christmas commercial.

On working with Megaforce, Goodwin said; “They are masters of their craft, and create category-defining advertising. Their treatment for this campaign brought thoughtful storytelling, tradition and magic, as well as nuance and detail. We didn’t bring them into this for a particular style, but to be a creative partner.”

Snapper will also appear in seven other 10-second product films which showcase some of the products available at the store, from coffee machines to hair curlers and Jo Malone’s latest fragrance. There will also be a special AR filter that brings Snapper to life in people’s homes and a digital advent calendar which will see Snapper reward myJL members with extra benefits throughout December.

How does Snapper; The Perfect Tree fit in the pantheon of John Lewis's recent seasonal offerings? Here's a look back over some of the brand's previous Christmas gifts.

2022 - The Beginner

What we said:

With its final Christmas film for John Lewis adam&eveDDB eschewed much of the tinsel and baubles and aimed for a poignant, emotional pluck at the heartstrings.

Shot through Biscuit, The Beginner tells the intriguing tale of a middle-aged man whose new hobby, skateboarding, seems a little beyond him. Regardless, his practice and dedication yield some decent results and lead to an unexpected climax that will melt even the most wintery of hearts.

Maintaining the staples of the JL Christmas tradition - wonderful narrative direction, joyful messaging, a low-key rendition of a pop classic (this time an immaculately chosen All The Small Things redo performed by ‘Big’ Mike Geier, that both encapsulates 00's skate culture and our ageing hero's time-of-life) - this 2022's offering says a lot more, highlighting the brand's commitment to charitable endeavours, and reminding us that despite the fractured society that can be presented in the media, there are still people who put themselves on the line for others.

2021 - Unexpected Guest

What we said:

The two-minute spot follows the story of 14-year-old Nathan who, on his way home from school, spots a flashing light in the distance and chases it to the woods beside his home. When he finds the source of the light he then encounters Skye, a space traveller from another galaxy, and her crashed ship. The pair strike up a friendship which grows as Nathan introduces Skye to novelty jumpers, Christmas films, mince pie-eating etiquette and snowball fights. But, soon, the time comes when Skye has fixed her ship and must return to her home planet, meaning the pair are to be separated. 

Created by adam&eveDDB London and directed by SMUGGLER's Mark Molloy, the film creates sumptuous Christmas scenes and a sweetly naive, out-of-this-world character who, intentionally or otherwise, gives a nod to 1980 children's film, The Boy From Space.

2019 - Excitable Edgar

What we said:

Telling the tale of a cutely combustible mini-dragon and his flame-haired gal-pal, Excitable Edgar is a heart (and set)-warming story of a little fella who just can't fight the flames burning inside of him. Blink director Dougal Wilson, returning to the brand's festive outings for the first time since 2016's Buster the Boxer, paints a wonderfully realised picture of 'ye olde' snowy village, with production design and effects (in particular the Hollywood-level visuals and character animation of Edgar) unsurpassed.

2016 - Buster the Boxer

What we said:

John Lewis's 2016 offering has an amalgam of previous years' ingredients with animals, children, confused parents and, of course, a beautifully arranged and emotional soundtrack, all put together perfectly by adam&eveDDB, who are experts in the Christmas field.

2014 - Monty's Christmas

What we said:

Tom Odell provides this year's dose of emotional soundtrack and Christmas number one contender, covering John Lennon's Real Love. The two-minute spot follows the friendship of Sam and Monty over the course of a year before Sam realises Monty is sad and longing for some penguin-shaped company.

2013 - The Bear & the Hare

What we said:

With the air of a classic Disney tale, a bear's eyes are opened to the gift-giving and merriment of Christmas as he gives hibernation a miss this year thanks to his loving hare companion. Complete with music from Lily Allen (covering Keane's Somewhere Only We Know) and once again created by agency adam&eveDDB, the commercial uses a unique animation style that combines traditional 2D hand-drawn animation, stop frame, and 3D model made sets and is directed by Blinkink's Elliot Dear and Yves Geleyn, with additional production from Hornet New York.

2011 - The Long Wait

What we said:

The commercial that started the John Lewis Christmas-love-in. A young boy counts down the hours 'til Christmas morning in Dougal Wilson's commercial for the UK retailer. Bringing the story to life in his unique style, the director turns his charm to a rework of Please, Please, Please Let Me Get What I Want by The Smiths, re-recorded by emerging artist Slow Moving Millie.