Christmas adverts are a British tradition The John Lewis Christmas advert has become a massive tradition in British culture. Some people see it as a marker for the start of the festive season (alongside the Coca Cola Christmas advert; 'Holidays are coming...'), and everyone has an opinion on whether that year's effort is a tear-jerker or a cold turkey. The 2018 John Lewis Christmas advert is a little different in that it features a celebrity, rather than impatient children or moving snowmen; the A-list superstar Elton John, no less (one has to wonder if they can sell enough mince pies to cover his fee, but that's another story...).

Sentimental as always

The advert does include the regular John Lewis ingredients of sentiment, tradition and nostalgia with a tearjearker soundtrack though, at it shows the beloved Elton reminisce over his career, back to when it all began; the gift of a piano, as a young child and the line 'Some gifts are more than just a gift'. Heartwarming. It wasn't enough to make me shed a tear, but evidently I'm a hard-hearted bint as the general consensus on my newsfeeds seems to be 'OHMYGODITMADEMECRY'.

Trolling? Or Genius digital marketing?

The thing that DID generate stirrings in me, albeit not the same *kind* of stirrings, was the Lidl supermarket response. I tittered I did. Accompanied by the comment 'Just because you don’t have £872 to spend on a piano, doesn’t mean you can’t be the next Elton. #EltonJohnLewis', the graphic advertises an electric keyboard for £89.99 using the parody line 'It's a Lidl bit funny', in the usual simple and slightly brusque styling of the discount supermarket. To jump on the back of the John Lewis advert with humour, using their hashtag is, in my opinion utterly genius positioning, especially in the current economic climate. I can hear their target customer now... "yeah, it's alright if you can afford a piano!". It certainly had more of an effect on me than the John Lewis advert (although the fact that I'm easily amused and am already a Lidl regular, may have had an effect on that)!

What do you think? Should Lidl have stayed away from mocking this British tradition? Or was it a clever move? Let me know in the comments!

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