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The iconic John Lewis Christmas ads and the brand strategy that inspired them

On Strategy Showcase

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You Get a Gift That Everyone Loves?

"We just kind of went with our gut and thought, do you know what, let's go a bit more joyous this year. I think man on the moon had gone, you know, slightly more profound, slightly sadder in its tone," he said. "It was like, there's always one gift that everyone seems to love... And we just thought, maybe there's something joyous in a thing ... Like a trampoline."

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