If you’ve seen the new John Lewis Christmas TV advert for 2010, then you might have had mixed feelings regarding the last scene. It features a young boy running out in to the cold, snowy garden with a christmas stocking for the dog, he ties it onto the kennel and waves at the dog as he runs back towards the house, seemingly leaving the dog out in the cold.
The advert has already sparked a few complaints direct to John Lewis and the Advertising Standards Authority, with pet lovers believing this sends out the wrong message to the public, believing that on a cold/snowy day the dog should be in the warm with the family.
We think that on this occasion the advertising agency were simply trying to convey the sense of giving to all at Christmas, including your pets, so the idea of the stocking being tied above the kennel for the dog communicates this. Unfortunately the execution of the idea does carry the negative suggestion that the dog is being left out in the cold.
It will be interesting to see how this develops as the ad gets more airtime, here’s the advert, tell us what you think, over reaction? or genuine reason for complaint?