Has the Christmas buyer at John Lewis placed a bulk order of pogo sticks and nodding dogs? More likely, a magical narrative is afoot.
Tomorrow, John Lewis unveils its 2016 Christmas television advert, and yesterday, it revealed two mysterious teaser films:
A contemplative dog. A space hopping five-year-old. What could it all mean?
BrandContent’s video producer, Adam Russell, predicts an ethical stance from the retailer: “Initially, I thought of child and animal relationships at Christmas. Maybe John Lewis is partnering with a charity that re-homes stray animals, primarily dogs and cats…
“Including a dog is smart. Pets are still given as Christmas gifts and when the hullabaloo of extended family, friends and excited children descend, it’s bound to take a stressful toll on any animal experiencing its environment for the first time.
“If these messages are explored in the right way, and aren’t too upsetting (god forbid, it’s a ‘Marley and Me’ moment), then I think it will be very successful.”
Glum messaging is certainly something the marketing team at John Lewis are aware of, and they recognised The Man In The Moon was a bit too sad last year. Speaking to The Telegraph, Rachel Swift – the head of brand marketing at John Lewis – said: “We still had a great response for Man on the Moon, but there were a few murmurings about it being a bit sad and did it touch people in slightly the wrong way? So we’ve been really thinking about that.” This year’s installment should hopefully leave us with smile, and not too much guilt.
“There’s also a new opportunity to take the narrative off the screen and onto the shelves.” Adam reminds us: “Following the success of the plush Monty The Penguin in 2014, John Lewis may sell a cuddly Bounce dog, too. A lot of people were outraged at the price of Monty on the John Lewis website, so hopefully it won’t make the same mistake twice.
“We might even see the dog making public appearances and will probably result in its own social media account. Or maybe John Lewis are setting up a range of pet stores? Only time will tell.”
What do you think #BounceBounce is all about? Keep your eyes peeled tomorrow to find out.