New John Lewis ad, sentimentally good.

The new John Lewis advert just aried in the UK is, as Marketing Week said, nauseatingly effective. Maybe it's the times we live in but there's a real appetite for nostalgia and sentimentality that the marketing team at JL have certainly tapped into. The concept of tracing someone's life and putting a brand centre-stage in such personal evolution is certainly not unique, but I do think that the execution has a little extra. In one of the comments on a YouTube channel showing the ad one of the contributors confesses that he and six mates attending a soccer match were stopped in their tracks when this ad came on during the half-time break. When the lads market appreciate such an treacle-like dollop of sentimentality, you know you're onto something good.