John Lewis “Always a woman to me” commercial is a work of heartbreaking genius

There aren’t many TV commercials that actually make tears spring spontaneously from the eyes. Most TV ads are banal, crass, dumb or just plain forgettable. But this, this is something special.

I know everyone and their mothers are talking about this ad, and it’s already had over 22,000 You Tube views and has only just launched: but it truly is an exceptional piece of work.

It’s very tough to go right to the edge of sentimentality and not fall of the cliff into the slough of maudlin. And it’s equally tough to avoid any single trace of cynicism in the creative process, and to restrain yourself from the temptation to inject humour, or to edge the tongue ever so slightly into the cheek.

But John Lewis’s agency Adam & Eve, the creators of this astonishing commercial have got the tone just right.

And it’s not just a matter of the technical excellence. The real genius lies in the perfect tone of voice throughout, which synthesises so perfectly with John Lewis’s brand values.

I maintain constantly that brand is about creating meaning, by being authentic, distinctive and compelling. John Lewis and its agency embody these principles in spades.

When was the last time you saw a TV commercial that struck so hard emotionally and simultaneously made you reflect on the joy and the poignancy of the human condition? My vote for the century’s best TV commercial so far.

Watch this beautiful creation here John Lewis Always A Woman commercial and then rush to your nearest store and buy a scone or something to say thank you for restoring your faith in the creative potential of advertising (which I for one had almost lost).

Date posted: Monday 26th April 2010Back to news home page >