Well, consigning the events of yesterday to near-forgotten history, John Lewis has this morning released its 2016 Christmas ad.

This year a Snapchat campaign will run alongside.

Below, I've included the ad, a recording of me through the lens, and John Lewis' email creative, for your delectation.

Here's the ad, which reportedly cost £6m to make and took six months.

Not sure about you but it feels aimed at a bit of a younger audience this year (and animal lovers, of course).

And here's the Snapchat lens. Very smart.

And below is the email marketing I received this morning. What I haven't captured here is the header text bouncing around and Buster's head nodding up and down.

Using GIFs to really bring the bouncing story into the email creative is a really simple but creative idea.

john lewis email 

Time will tell how successful this year's campaign is compared to last, which had a slightly luke warm reception due to its more reflective tone.

Anecdotally, anticipation seemed high this year, with the annual event being jokingly referred to as the only thing that can save 2016.

More on John Lewis and Christmas:

Ben Davis

Published 10 November, 2016 by Ben Davis @ Econsultancy

Ben Davis is Editor at Econsultancy. He lives in Manchester, England. You can contact him at ben.davis@econsultancy.com, follow at @herrhuld or connect via LinkedIn.

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