The campaign 'man on the moon', features a six year old little girl, Orli who plays Lily and Jean, a French 77 year old, who plays the character of the 'man on the moon'. The fact that the ad is based around the moon is particularly significant, as this year on Christmas day at 11.11 GMT a full moon is scheduled to be glowing in the night sky. This is actually pretty special as this is the first time a full moon has occurred on Christmas day since 1977 and it won't be happening again for another 19 years. John Lewis have even released an app where users are able to follow the lunar calendar from now up until Christmas day.
The message behind this advertisement is what I think makes it so moving, it focuses on the loneliness of the elderly at Christmas time which I think is an overlooked topic, so I'm really pleased that such a well respected, established brand has touched on this issue to raise awareness and funds. The advertisement was made in concert with Age UK, and John Lewis will be supporting the charity through both online and in store activity, donations via text and even through sales of Christmas products throughout November and December. It is particularly touching to see John Lewis working closely alongside and supporting a charity, as the act of giving is an underlying topic which is carried through the company's Christmas advertisements every year so it is heart-warming to see John Lewis putting this idea of 'giving' into practice. The soundtrack which features in the advertisement was recorded by up and coming singer, Aurora Aksnes. The 19 year old covered 'Half The World Away' originally sang by Oasis. I feel that this song was perfectly selected to highlight the true underlying message of the advertisement. The idea of 'half the world away' representing the isolation and distance felt by the elderly at this time of year. I think that the symbolism of the moon holds such importance within the ad also because it is this aspect which really portrays the idea of isolation and loneliness as the moon as a location is very segregated and alone.
The advertisment was uploaded to Youtube at 9 o'clock on Friday morning, and the video had been viewed just under 2 million times and been tweeted about using the hashtag '#manonthemoon' by over 70,000 people all by 5 pm that evening. All this attention received by the advertisement was before the advert had even been aired on television, which it was during the first ad break of Gogglebox later that evening.
The two minute film cost £1 million to produce, and an extortionate £6 million is to be spent on other aspects of the ad such as television slots, internet, the press and in store advertising. The 'man on the moon' idea was first thought up back in February but wasn't filmed until July and the soundtrack was recorded by Aurora just 2 weeks ago! Filming took over 3 weeks at the Warner Brothers studio in Heartfordshire where materials such as bentonite, pumice stone and polystyrene where used to create the 'moon'. The cute little house which features on the moon within the ad is located in Brighton, however the interior of the house is actually from a house of Queens park in London.
I adore this advertisement, however believe it or not there are some out there who are critical of it! Some are arguing that the ad is irrelevant as it is a retail ad but there isn't anything to buy, the only product which features within the advertisement is the telescope used by Lily which is priced at £99.95 and the brass telescope given to the man on the moon isn't actually a John Lewis product, but in fact is a vintage item. I can't see this as a problem though! John Lewis are so intelligent when it comes to their festive advert, they aren't pushing a product in our faces with jolly Christmas music playing in the background but are in fact selling us a lifestyle, a feeling, by allowing customers to connect with the brand. I feel John Lewis are aiming to build up respect, trust and admiration through their advertisement. 'It's about having an emotional connection with the shopper to reinforce the brand, which can have a halo effect into the following year.' states Director of strategy and marketing at the charted institute of marketing. I'm certain that sales of the products surrounding this advertisement, such as man on the moon glow in the dark pyjamas, bedding and gourmet gifts will fly out of stores, along with the man on the moon merchandise including mugs and cards which will be sold in aid of raising money for Age UK. Not to mention that the telescope used by lily, expected to be the best seller, is anticipated to be in such high demand that John Lewis have had to order extra supplies.
I'm sure if you haven't yet seen the advertisement, you're bound to when you're next watching television or scrolling down your Facebook newsfeed, and you're in for a treat! For those of you that can't wait to watch it, follow the link below to watch the full advertisement now!
Love, Isabella x
Photo Credits: Google images
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