THE CHRISTMAS MIRACLE

John Lewis Christmas Ad 2023

Made by PULSE
Who Are We?

Pulse, 'Keep Your Fingers On

The Pulse." We are an
advertising agency who
aspire to work on
multiple brands
nationally, Here are
our proposed roles for this
certain project:

Creative Director: Aalisha

Byles
Art Director: Mia Jordan
Copywriters: Ewan Prouse
& Harvey Whittaker
Assistant: Ethan Jewitt
 Production Roles

Aalisha Byles – Director &

Editor

Mia Jordan – Camera

Operator

Harvey Whittaker – Lighting

Ewan Prouse – Assistant

Ethan Jewitt - Assistant

 Our Idea

• A sweet young girl called

Amelia who just wants to
spend a lovely Christmas with
her mother.
• A tired mother called Suzan
who is trying to be a good
parent but is struggling to find
time.
• The impatience
• Building climax
• The last-minute idea
• The payoff with the effort the
mother put in
 How it connects to John Lewis

Our advert connects to John

Lewis using

• The use of the plush toys

from John Lewis in the
presents

• The use of the John Lewis

24-hour delivery

• Heartwarming storytelling
Unique Selling Point (USP)
•Christmas is centred around family during the
holiday season

•Stands out by portraying a single-parent during

Christmas, providing a unique perspective compared
to other ads. It goes into the complications of
modern life.

• Aims to showcase the transformative power of

love in the context of the holiday season. A sense of
connection to the genuine struggles of the family.

• Highlights the joy of rekindling meaningful

connections, creating a heart-warming and relatable
story.

• Goes beyond surface-level holiday cheer,

resonating deeply with viewers on an emotional
level.
Call To Action (CTA)

• For parents to shop at John Lewis

for their children’s presents at
Christmas
• Encourage viewers to embrace
the magic of togetherness
through John Lewis for their
holiday shopping.
• Highlight John Lewis as the
embodiment of heartfelt
moments, emphasizing joy from
thoughtful gifts and shared
experiences.
• Use the call to action to guide
viewers to John Lewis for a
selection of gifts.
 ASA (Advertising
Standards Authority)
When creating our advert these are
the things we had to consider

• Child Safety, chaperoning the

under 18 actor
Our Intentions

• We want to create a
Heartwarming advert
• To show that you don’t need a big
family to have a great Christmas
• Also promote the John Lewis by
using a soft toy from John Lewis
• We know John Lewis have a big
reputation with Christmas adverts
and we feel like this could be the
best one yet as it resonates with
many single parents, not only in
the UK but also the world.
Target Audience

The John Lewis Target Market:

• 25 – 40-year-olds
• Upper to middle class people
• John Lewis sell a lot of
homeware and clothes
• 58.82% are female & 41.18%
Male

Our target audience:

• More specific
• Single parent families
• Upper to middle class
Industry Budget
Role Costs Production Costs Advertising Costs

Director (3 weeks) - £4,200 2 x Sony X70 (2 days) - £400 Bus back (4 weeks) - £650
Camera operator (2 days) - £700 2 x 32GB cards - £30 T – strip (4 weeks) - £4,700
Editor (1 week) - £1,250 Tripod (2 days) - £20 ITV daytime slot (4 weeks, 2 mins a
Actors (2 x 2 days) - £1,000 2 x LED lights - £20 day) - £392,000

Car hire (2 days) - £100

Total - £7,150 Total - £570 Total - £397,350

Total Production Costs - £405,070

Production

Contacts
• Amelia – Cecilia Hiney
• Suzan – Paula Byles

Locations
• Mia's house
 Gathered Data

Feedback on Mother-Daughter Relationship:

Integrate and emphasize the mother-daughter relationship for
a more impactful payoff, show it through the cuts. Make the
payoff big with the music and the shot.

Enhancement of Colour Scheme:

Consider improving the ad's colouring to enhance its
effectiveness, this adjustment would elevate the overall visual
appeal.

Strengthening the Call to Action:

Incorporate mentions of charity involvement and highlight the
option for 24-hour delivery at the end of the ad to strengthen
the call to action, for a stronger and more compelling finish.
Charity
• Gingerbread are a charity that are here to
fight for single parents and their children
• They campaign against the injustices that
single parents face every single day
• They provide expert advice and information
to support all single parents so that they
have the tools to support their children and
themselves

• We have chosen Gingerbread because we

love what their Charity stand for and fight
against
• It is relatable to our advert
 Merch

We created Merch to promote our

John Lewis advert. We created a T-
Shirt & Cap.
• "A Little Means A Lot" tagline
• John Lewis logo
Final Bus Back
Final Advert
Thank you for your time!
Any questions?