This super sentimental ad, for The UK’s John Lewis stores, has had commentators both weeping, and roaring with rage, while making it a monster viral sensation.
The Lionesses object to it’s stereotypical view of a woman’s life (diminished to that of wife, mother, granny,) accuse it of being nothing but a rip-off of the first five minutes of Up and rail against it’s middle of the road, middle class values, while Team Weeper love it’s celebration of Every Woman.
Then there are some who just love the music, (Fyfe Dangerfield She’s always a woman to me, before you whip out Shazam)
I found myself unmoved, which is why I didn’t post it…it was nice, but white bread, warm and fuzzy, which is not what usually turns me on.
But John Lewis is about the most white bread, warm and fuzzy store on the planet.
It’s shoppers ARE the woman in the ad.
And in celebrating her, they celebrate every one of them.
And that is why it’s a work of commercial genius.