Snapper: The Perfect Tree | John Lewis & Partners | Christmas Ad 2023 - Ad Analysis
AI Editor notes
Straight from the gut!!
“This is a loud, deliberate pivot. It feels less like a heartwarming John Lewis film and more like a quirky, energetic short from a challenger brand. I get the strategy—'Let Your Traditions Grow'—but the execution, with its *Little Shop of Horrors* vibe and jarring opera, trades the brand's signature quiet emotional depth for memorable chaos. It's a massive gamble to reboot the most anticipated ad of the year.”
Quick Summary
In its first Christmas campaign from a new agency, John Lewis intentionally breaks its own beloved formula. [8] It replaces the melancholic acoustic cover with a bombastic original opera song and the cuddly animal with a chaotic, CG Venus flytrap to deliver a message for our times: the 'perfect' Christmas is whatever you make it, and our traditions are meant to evolve.
Executive Summary
For over a decade, the John Lewis Christmas ad has been the UK's Super Bowl spot—a cultural moment defined by gentle emotion and folksy acoustic covers. With 'Snapper', and new agency Saatchi & Saatchi, the brand takes a sledgehammer to its own formula. The result is a loud, chaotic, and ultimately ambitious film that argues for the beauty of imperfection.
The core insight is a timely one: in a world obsessed with curated perfection, true family joy lies in embracing the messy, evolving, and sometimes strange traditions we create for ourselves. [1] This isn't about having the perfect tree; it's about finding your tree, even if it's a six-foot-tall carnivorous plant with a personality disorder.
The execution follows a classic Setup-Turn-Payoff structure. The Setup establishes the boy's quest for the 'perfect' Christmas tree, only for him to cultivate Snapper, a wild Venus flytrap. This is where the ad makes its boldest choice, swapping the expected sentimental score for 'Festa', a bombastic opera track by Andrea Bocelli that turns the plant's growth into a manic celebration. [2, 3] The Turn is the emotional crux: the family, overwhelmed by Snapper's chaos, banishes him to the garden in favor of a traditional fir tree. It's the moment the ad has to earn its emotion, showing the boy's heartbreak and the plant's dejection. The Payoff resolves this tension as the family chooses to bring their celebration outside to Snapper, who reciprocates by joyfully distributing their presents. The final super, 'Let Your Traditions Grow,' feels earned, tying the chaotic journey to a clear, modern message.
What the team should learn is that breaking the formula is both necessary and dangerous. 'Snapper' succeeded in making John Lewis the most talked-about advertiser of the season, which was undoubtedly the primary goal for a new agency. [10] However, the pivot from quiet emotion to loud spectacle was so jarring that it risked alienating the audience that waits all year for that specific John Lewis feeling. The ad is memorable and fun, but it trades a decade of earned emotional equity for short-term buzz. It's a very effective ad, but perhaps not a great John Lewis ad.
Theme Keywords
Brand Position
The joyful home for every kind of Christmas tradition, old and new.
Brand Archetype
The Creator
Creative Game Plan
Demonstrate that John Lewis embraces all forms of festive celebration by telling the story of a family learning to love their wildly imperfect, unconventional 'Christmas tree'.
Diagnosis: Issues & Solutions
Primary Issue: Brand Distinctiveness
The Problem:
The ad's biggest flaw is that in its successful attempt to be different and memorable, it lost the unique emotional fingerprint of John Lewis. The tone felt more aligned with a quirky, energetic brand than the established, heartfelt market leader.
The Solution:
In future campaigns, balance the new creative energy with a clearer through-line to the brand's core DNA. This could be achieved through more nuanced sound design—a brief, quieter moment of connection—or visual cues that feel quintessentially John Lewis, grounding the fantasy in the brand's established world.
Secondary Issue: Emotional Connection
The Problem:
The chaotic energy and bombastic operatic score, while memorable, created an emotional distance for much of the ad. The final tender moment felt slightly rushed because the preceding minute and a half was so frenetic.
The Solution:
Pacing is key. A slightly longer, quieter middle act focusing on the boy's genuine, non-chaotic bond with Snapper would have made the eventual separation more poignant and the reunion more powerful. Let the audience feel the love before the chaos.
Additional Notes
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