John Lewis Film THE LONG WAIT by adam&eveDDB London

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THE LONG WAIT

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Industry Department Stores & Shopping Malls
Media Film
Market United Kingdom
Agency adam&eveDDB London
Associate Creative Director Matt Gay, John Long
Creative Director Ben Priest
Art Director Andy Kelly
Production Blink Productions
Director Dougal Wilson
Service Agency MPC
Released March 2011

Awards

Cannes Lions 2012
Film Lions Retail Stores Bronze

Credits & Description

Type of entry: Product & Service
Category: Retail Stores
Advertiser: JOHN LEWIS PARTNERSHIP
Product/Service: DEPARTMENT STORE
Agency: ADAM & EVE London, UNITED KINGDOM
Title: THE LONG WAIT
Agency: adam&eveDDB, London
Creative Director: Ben Priest
Associate Creative Directors: Matt Gay/John Long
Art Director: Andy Kelly
Agency Producer: Matt Craigie
Production Company: Blink, London
Director: Dougal Wilson
Producer: Ben Link
Post-Production Company: MPC, London
Editing Facility: Final Cut, London
Editor: Joe Guest
Brief Explanation
This advert tells the story of a little boy’s long wait until Christmas day. From the first day of his advent calendar we see him wishing away the hours, and trying to magic up a way to make time pass faster. Eventually, it’s Christmas night and then Christmas morning. The big day. But it’s not his present’s he’s been excitedly waiting for all along.
The commercial uses a different approach for a retailer (John Lewis is the UK’s leading department store) selling gifts at Christmas. For a start, it doesn’t actually show any gift ideas. But more fundamentally instead of showing the joy of receiving great gifts it highlights the anticipation of the person actually giving the gift. It presents a universal but completely fresh consumer insight – that when you find the perfect gift you simply cannot wait to give it.