A First Positive Brand Interaction with John Lewis & Partners

John Lewis & Partners Christmas Ad 2018 - #EltonJohnLewis: https://www.youtube.com/watch?v=mNbSgMEZ_Tw

The recent John Lewis & Partners advertisement nearly brought me to tears. The story of Elton John growing up while pursuing his passion was filmed beautifully and told a

captivating story. It does not focus on the products and services the multibillion dollar company offers, but instead, what one of their products or services could inspire. The video begins with the present Elton John performing to a crowd of thousands. It backtracks

showing Elton John at various ages during his rise to fame. The last clip highlights little Elton John’s joy on Christmas morning tearing off the wrapping paper of a new piano. It zooms on his fingers hitting the first key that would begin the rest of his life as an amazing pianist and artist. They used a heartwarming story to show how a gift can change someone’s life forever. And what better place to buy that gift than John Lewis & Partners.

I discovered the video ad on YouTube while searching for entertainment. The video immediately captured my attention and kept it for the full two minutes and twenty seconds. However, if someone did not care for the story and skipped the video, they would have no idea John Lewis & Partners was involved so the video’s successfulness relied on how well it captured an audience within the first few seconds. It became interactive as I sang along to “Your Song” then did a quick google search about the company as their logo faded into screen at the end. I easily found their website leading me, the consumer, to interacting with this brand now on two separate platforms. I had never heard of John Lewis & Partners since it is a primarily UK based company, but that allowed me to begin on a blank slate. Overall, I now have a very positive perception of the company. The video reminded me of many joyous Christmas mornings that I now associate with the company. Then the website impressed me with how diverse their highlighted employees were as I learned more. The brand builds a promise with the consumer that they will be valued as a customer and partner.

I quickly shared the video with my boyfriend because I knew he would appreciate it due to his film background. That struck up a conversation about the company and we were impressed by how many products and services they offered. Due to the fact it is primarily UK brand, I do not see myself engaging with the brand again. However, if I see another video advertisement that is made my John Lewis & Partners, I will be much more likely to watch it.