John Lewis Christmas 2023 and 'Snapper: The Perfect Tree'

By Ruby Derrick | 10 November 2023

John Lewis has released its 2023 Christmas campaign, Snapper: The Perfect Tree.

The John Lewis ads have become a tradition in themselves, heralding the start of the festive season, with this year's exploring the meaning of friendship, making space for others and being willing to do things differently. 

The British high-end department store is known for its emotive storytelling through its Christmas advertisements, with the 2023 titular character Snapper being no exception.

The campaign follows the story of a young boy named Alfie who buys a seed at a Christmas market to plant his own Christmas tree. 

To his surprise, the seed grows into a giant, carnivorous Venus flytrap, known as Snapper. The playful plant eventually gets transferred to the garden after the young boy suggests to his mother that the family should replace the traditional festive tree with it.

Sticking by Snapper, Alfie decides to place his present under the plant outside, joined reluctantly by his family.

Snapper entertains the crowd by snapping up the presents before spitting them back out, unwrapped for them and all. 

This year's Christmas commercial was created by Saatchi & Saatchi London, the first year for the agency since the retailer switched from Adam&eveDDB after 14 years. 

“It’s an extraordinary privilege to be working with the John Lewis Partnership, and it’s particularly magical to be launching a campaign that celebrates all of the traditions - both eternal and evolving - that make Christmas so special to the nation," says Sarah Jenkins, managing director, Saatchi & Saatchi. 

"The race to be the number one Christmas ad brings extra festive spice and is such a brilliant embodiment of the skills and smarts of the UK’s incredible creative industries. We’re raising a glass to all.”

Media planning is by Manning Gottlieb OMD.


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