The little dragon in the 2019 Christmas John Lewis (and Waitrose) advert is a lovely thing.

It’s clumsy.

And friendly.

And it has nice eyes.

Nice eyes are important for an animal that doesn’t exist and that can’t speak.

Because nice eyes help us to sense what it’s thinking.

So yes.

The little dragon in the 2019 John Lewis (and Waitrose) advert is a lovely thing.


This review is my gut reaction, by the way.

I know nothing of the budget.

Other than it must have been bloody big.

And nothing of the backstory.

I wanted to comment on the 2019 John Lewis and Waitrose Christmas advert as a consumer.

And as a dad.

Is it any good?

So is it any good?

Well, even though I wrote that question.

I am not sure of the answer.

I suppose it depends who is asking and how they are measuring.

It ticks the ‘sugary’ box.

Which is no bad thing.

Niceness is nice.

Families will watch it together.

And I suppose a woven-in-message is that everyone’s foibles can be strengths given the right circumstances.

That’s a good message.

So, OK.

If it’s me that’s asking if it’s any good.

(And it is).

And if it’s me that is also answering.

(And it is).

Then, yes.

It’s good.


Kindness is a theme too.

With a sprinkling of tolerance.

And patience.

I like that.

Customer Behaviour.

Will it make me pop to John Lewis or Waitrose for my Christmas shop, though?

Will the behaviour of this particular consumer (me) be influenced in the way that they want?

You know what, it just might.

For two reasons.

Reason One.

First, I am interested in how they have integrated the loveliness in the advert that they delivered to my home.

Into their stores.

So when I pop in (with Izobel) to check, one of three things will happen.

Izobel and I will either be:

  1. Delighted.
  2. Underwhelmed.
  3. Disappointed.

And if Izobel and I are anything other than number 1, that’s really crap.

John Lewis and Waitrose will have failed.

It would mean that yet again a brand is fishing for customers with big budget advertising.

And at the point of delivery the experience just doesn’t match up.

Let’s see.

Reason Two.

The second reason I might go to John Lewis or Waitrose as a result of this advert is because the advert is a superb quality piece of work.

On every level.

I like quality.

And the advert makes my little brain think this:

This brand is clearly committed to quality in the stories they tell.

And in how they tell them.

So they would be worse than idiotic to give me anything less than as good a quality experience in their stores.

Because to raise expectations to a 10/10.

To then deliver at an ordinary and lazy 7/10.

Is quite simply a worse kind of shit than saying I’ll get an ordinary and lazy 7/10 and delivering at an ordinary and lazy 7/10.

At least that’s honest shit.

Such under delivery would, in the longer term, be suicidal for any brand.

Izobel and I.

So the advert has done it’s job.

I will take Izobel (and my credit card) to John Lewis and to Waitrose.

To see if the TV experience extends to the physical environment.

To see if the store itself is doing as good a job as the advert is.

Because such clumsy misalignment would be crazy, right?

Merry Christmas.

(Here’s the ad:


1 Comment

  1. Shaughn McGurk Reply

    It’s schmaltzy and good, and much better than last year’s monster under the bed and in a different league to the creepy, old lonely guy on the moon, but I think Nick the Sweep from Sainsbury’s edges it this year.

    The per excellence, for me at least, is still Sainsbury’s WWI footie match. That one still gets me in the tear ducts every time.

    Is having the Christmas ad brief land on your desk a burden or an opportunity. The weight of expectation is considerable – but then again so is the budget. I think it would be daunting but fun, especially if you were surrounded by a good team.

    It felt that way when me and Graham Pritchard got handed the redesign of the Castrol Logo. Long history, standing on the shoulders of giants etc. But a big challenge makes you up your game. We had a great time and did work that has some longevity. Even Brand Union only added a fairly pointless bit of highlight and shading.

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