John Lewis - Is There a Twist at the End?

There's not necessarily a set of rules that we follow, but I do think there are a sort of principles that we've kept through all of the work. So we always try and tell an emotional story. We want people to have the feels. 80% of the public now recognise and attribute the ads as being John Lewis. They're extremely well branded, even though they're not explicitly branded. Our kind of style is a more subtle stylistic kind of storytelling. And we don't put the logo in the first five seconds, but people still know it's a John Lewis ad.