John Lewis will launch its Christmas television campaign this Sunday, aimed at reminding people of the excitement they felt as a child when they opened their presents on Christmas Day.
The television advert will air on Sunday during the X Factor results programme.
Featuring a folky-take on the rock classic ‘Sweet Child O’ Mine’ by Guns & Roses, the advert tugs at the viewer’s heart strings by taking them back to their childhood.
Created by advertising agency Adam & Eve, the advert features children playing with Christmas presents intended for adults including jewel beads, a pink slouch bag and a laptop.
The final shot shows a red-headed girl playing with a camera who becomes a red-headed woman, inviting the viewer to remember how Christmas used to feel.
John Lewis head of brand communications Craig Inglis said: “There was always one person who got your Christmas present exactly right when you were little and really ‘made’ Christmas - so much so, you never wanted to be parted from that gift, not even to sleep. This campaign crystallises that childlike delight you feel when you open the perfect gift on Christmas Day and reinforces that John Lewis is the place to find just the right thing.”
The campaign will run from November 15 to Christmas Eve.
Drapers will put the advert online on Monday.