TMW reveals John Lewis ad – but not that John Lewis

John Leiws of HungerfordEvery year, the anticipation builds for the new John Lewis Christmas ad, but finally the wait is over and it is all down to TMW Unlimited to reveal this season’s festive treat for John Lewis of Hungerford that is.
The company might share a name with one of the UK’s leading retail chains but it is in fact a specialist in the design and manufacturer of kitchens, bedrooms and furniture. And while this John Lewis ad is full of the heartstring-tugging, tear-jerking spirit of Christmas, this time there is not a penguin or bear in sight.
The ad is set in a kitchen at Christmas time as a dad and his young daughter set about making Christmas cupcakes. But while the cupcakes dad makes are perfect looking enough for Bake Off, his daughter’s efforts leave a lot to be desired.
She presents her grotesque creations proudly to her mum, who does her best to look impressed, but as the girl skips off, mum quickly puts down her cupcake and eats one of dad’s instead.
The ad, which focuses on John Lewis of Hungerford’s handcrafted kitchens, has the endline: “Imperfection not tolerated”.
The 50-second film launches online today, Monday, November 2nd. The ad was created by TMW Unlimited and the production company was Mind’s Eye.
TMW chief creative officer Graeme Noble said: “For Christmas this year we wanted to create something warm and fuzzy so we’re very proud to have created this Christmas ad for John Lewis of Hungerford. And of course we’re not afraid to pay homage to a certain other brand’s iconic Christmas advertising.”

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