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.
Have John Lewis topped off 2016 by ruining Christmas?