Department store group John Lewis will launch its 2011 Christmas TV advert on Saturday November 12th, with the ad featuring musician Slow Moving Millie performing a cover of The Smiths’ classic ‘Please, Please Let Me Get What I Want’.
The commercial, which has been created by advertising agency Adam & Eve and directed by Dougal Wilson, focuses on the joy of giving loved ones the perfect present at Christmas time.
John Lewis’s 60-second TV ad, which is expected to be viewed by 44 million people at least once, will run for five weeks, supported by a combination of 90, 30 and 20-second versions of the production, as well as in-store and online marketing.
The entire campaign is expected to cost £6 million in total.
As is the modern way, there will be a significant push on the retailer’s social media channels, and the ad will actually first be aired on Facebook and YouTube this Friday.
John Lewis’s Director of Marketing Craig Inglis said: “It’s a magical feeling when you find that perfect present for someone; there’s a great sense of anticipation from the moment you buy it to the moment you give the gift on the big day.
“That feeling is exactly what we’ve tried to capture with this year’s Christmas campaign.”
The retailer’s festive marketing campaigns are traditionally eagerly-awaited productions, with last year’s TV ad featuring Ellie Goulding singing Elton John’s ‘Your Song’ described as a sales driver by the business at the time.
Director Wilson has worked with John Lewis in the past, and was responsible for the retailer’s popular Never Knowingly Undersold advert in spring 2010, featuring the Billy Joel hit ‘Always a Woman’ performed by Fyfe Dangerfield from the Guillemots.
TV viewers can see this year’s John Lewis Christmas ad for the first time during the commercial break for Saturday’s X Factor live show on ITV1.