Channel 4

Goggleboxers review John Lewis Christmas ad

The John Lewis Christmas was reviewed by the nation's favourite armchair critics in a specially produced advert broadcasted on Channel 4 on Friday 18 November, with activity running on All 4 thereafter.

The Big Idea

In an advertising first for 4Sales, the ad will also featured on the All 4 homepage from Saturday 19 November and was organically posted on Facebook. The 120” ad has been produced by Studio Lambert in collaboration with John Lewis & Partners’ media agency MG OMD. The full cast list included: Peter Sandiford, Sophie Sandiford, Julie Malone, Shaun Malone, Tom Malone, Stephen Webb, Daniel Lustig, Tremaine Plummer, Tristan Plummer, Twaine Plummer, Mary Killen, Giles Wood and the Voiceover provided by Craig Cash.

Chris Braithwaite, Customer & Commercial Leader at Channel 4, said: “The John Lewis Christmas ad is a hotly anticipated moment in the festive calendar, so it’s only right it’s reviewed by the nation’s favourite armchair critics. We hope using the much-loved Goggleboxers will help further awareness of this touching and important campaign.”

Making it Happen

Tamara Cross, Head of Creativity at MG OMD said: “‘This year it was essential that our message of ‘It’s what we do that matters most’ was delivered with heart and sensitivity.  The brilliant format and families of Googlebox offered the perfect platform to reflect what we hope the rest of the UK feels about John Lewis' long term commitment to the care experienced - empathy, joy and optimism.’

Sophie Lloyd, Executive Producer at Studio Lambert, said: "Our wonderful Gogglebox cast always look forward to the TV event that is the John Lewis Christmas advert. This year's ad is especially moving, given its message of love and kindness and helping those most in need with a fair start to life. Our households loved being involved in this pitch-perfect campaign".