Have John Lewis topped off 2016 by ruining Christmas?

In recent years, the first showing of the John Lewis advert has overtaken Coca-Cola’s in marking the beginning of Christmas. Previous broadcasts have had us crying over anything from a man on the moon to the heart-warming friendship of a boy and a penguin. This year, however, the reception hasn’t been so positive. Parents have watched with panic as the advert shows a child’s father putting up the new trampoline on Christmas Eve, with many demanding: “Where is Santa Claus?” It seems the company have overlooked a major detail regarding their potential audience: instead of embracing “a sense of fun and magic”, as quoted by a customer director at John Lewis, they may have just ruined it by introducing doubts surrounding the existence of Santa Claus in the minds of curious children.

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