Open letter to John Lewis & Partners

Last year you lost me. But this year you’ve won me back.

You reminded me that some gifts are more than a gift, and of Christmas memories that that I will treasure forever.

Your past creative has owned the emotion, wonder, fantasy and the spirit of Christmas, and it was recognised as nothing short of brilliant. But with competitors emulating your approach, you bravely changed direction to occupy a new part of my heart – and you have unquestionably succeeded.

Your 2018 Christmas advertisement is brave, emotive, tugged at my heart strings, and oh what and ending. I admire and applaud your new creative direction. You own a new place in my heart.

Congratulations John Lewis & Partners on your brilliant work, and Merry Christmas from the team at Roadmap Strategy.