British department store chain spends £7 million to kick off its Christmas ad campaign with a 2-minute ad by an Oscar-winning director.
OK, it's a touching story of a little boy and the monster under his bed, but what is its point as an ad? The boy gets a toy with lights on it for Christmas, and it makes the monster go away. Or it doesn't make the monster go away. Or both. It seems to me that the toy the ad is actually trying to push is the monster, but they don't sell that at John Lewis. Or do they?