OK they want you to buy stuff from their shops but set that aside for one moment.

John Lewis is one of the most profitable retailers in the UK with branches in every big city, renowned for quality, value and good service. It rarely advertises on television since it’s reputation in itself is sufficient to generate footfall but for Christmas a TV commercial is regularly screened. As always the production values reflect the public’s perception of the store.

In 90 seconds this advertisement says more about love and family than a regiment of pundits could ponticate about in a thousand books….