John Lewis has revealed its new Christmas advert and will use hand-drawn 2D animation in 3D sets for the first time.
The £7m ad follows the story of friendship between a bear and a hare as Christmas draws in.
Featuring the strapline ‘Give someone a Christmas they’ll never forget’, the handcrafted story evokes the excitement of a first Christmas and the importance of friendship and thoughtfulness.
“We wanted our advert to reflect the importance of finding the right gift for friends and loved ones, a theme which we have built on for a number of years. Through the use of hand-crafted animation, we’re hoping to evoke nostalgia and build anticipation ahead of Christmas,” explained Craig Inglis, Marketing Director, John Lewis.
The two minute ad will launch tomorrow night on TV during the X Factor for a whole advert break.
It will be the first time ITV have allowed a retailer to take up such a large ad segment.
The Christmas ad will be supported by a combination of three shorter versions for six weeks.