The prospect of writing a column for Adwatch this week filled me with dread. The world of commerce is on its knees, and in the list of top 20 TV spots, from which I had to choose one to write about, a whopping 70% were leading high-street retailers, none of which would appreciate a bad report.
The usual bombardment of 'mega deals!', 'massive sales!' and 'unbeatable offers!' always happens at this time of year, but everything just seems a bit too desperate. Even the Harrods sale ad felt cheap as it wistfully flickered through the ad breaks of the snazzy New Year's Day Bond film. It wouldn't surprise me if retailers were to give up on the word 'sale!' altogether and simply replace it with 'help!'
In my book, there are four types of ads: ones that are bad and don't work; ones that are bad and do work; ones that are good and don't work; and ones that are good and do work. The problem is that in a weak economic climate there's no real difference between a bad ad and a good ad, as long as they work. It is a great pity, as John Lewis has supplied us with some utterly lovely retail advertising that loses the frills without losing any dignity.
The ads combine two facets that never fail in advertising: simplicity and quality. They are based on connecting people with their ideal gift. The commercial offers a head-and-shoulders shot of a quirky individual and then leaves us guessing what the gift is, each time with a gentle twist.
The accompaniment of a cover of the Beatles' song From me to you adds even more charm. It may sound like a little girl being given bad piano lessons by her dad, but apparently it was performed by the John Lewis music society. The strategy is clear and the delivery is spot-on.
In short, John Lewis is the only advertiser in the top 20 that gives me a lift as a creative. It proves that desperate times can be stood up to without compromising brand, image or dignity. It proves that quality has just as much punch as quantity, and more importantly, it proves that the combination of 'good' and 'does work' is the most powerful of all.
Last year won't be remembered as a glorious one for creativity. However, as long as clients put their faith in the fact that people love to be entertained as much as they love a good deal, creativity is still the most valuable currency in adland. Creativity, like the economy, needs a solid year.
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