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

On Strategy Showcase

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Is Boy in the Piano a Storyboard?

I always remember at the end of, of Boy in the Piano, which is the Elton John spot, and he just plays those last three chords to close up of his fingers. Was that particular moment planned? He just sits there at the end. It's a bit of both. You go into it knowing where you where we need to hit, and then sometimes you just get things and it's, it's magic. But I have this habit of running around the agency, telling everybody the idea, and you go through it. Every time I tell it, I tell it slightly differently. And I see how people react. If people flat out, I'll try and change it a

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