John Lewis Unveils Snapper the Venus Flytrap As Its Christmas Ad Star

John Lewis has launched its new Christmas campaign, its debut collaboration with Saatchi and Saatchi. The campaign, titled 'Snapper, the Perfect Tree,' aims to capture the evolving spirit of Christmas, emphasising the joy found in both traditional and unconventional celebrations.

The heart of the campaign revolves around an animated Venus fly trap named Snapper, a whimsical character that adds an unexpected twist to Christmas festivities. The storyline follows a young boy nurturing a fast-growing plant, initially believing it to be the perfect Christmas tree. However, as Snapper outgrows the living room, it becomes an exuberant part of the family's holiday celebrations, symbolising the joy found in unconventional traditions.

Research conducted by John Lewis revealed a blend of classic and new Christmas traditions among families, ranging from timeless activities like decorating the tree and exchanging gifts to more contemporary practices like all-day Christmas pajamas and outdoor meet-ups, a trend that gained popularity during lockdown.

The campaign's strapline, 'Let Your Traditions Grow,' emphasises the idea that a perfect Christmas is one spent joyfully with loved ones, regardless of the traditions followed. Charlotte Lock, customer director for John Lewis, highlights the celebration of family and evolving traditions in the film, stating, "The film celebrates themes of family and evolving traditions and shows that a ‘perfect’ Christmas is finding joy together with loved ones, whatever your traditions."

Renowned Tenor Andrea Bocelli provides the campaign's musical backdrop with a song titled 'Festa' ('celebration'), composed and produced by Le Feste Antonacci exclusively for the John Lewis advert. The soundtrack, approved by Bocelli himself, will be released as a charity single, with a portion of the proceeds benefiting the John Lewis Partnership’s Building Happier Futures charities, supporting care-experienced young people and families in need.

Sarah Jenkins, Managing Director, Saatchi & Saatchi says: “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. 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.”

Rosie Hanley, Marketing Director, says: “We hope the nation falls in love with little Snapper, the wannabe Christmas tree, as much as we have. He embodies what's magical about Christmas - bringing loved ones together; holding on to what we all love about Christmas traditions and embracing new ones.”

Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi, says: "Taking on the John Lewis Christmas ad – no pressure, right? It’s been quite the six months. But honestly, having built a fully integrated campaign, and worked with the icons that are Megaforce and Bocelli to make a film that retains what is quintessential about a John Lewis Christmas ad, but evolves it into something perhaps a bit unexpected, wilder and funnier. I really do appreciate that pressure is a privilege - and making this has been a huge one.”

The Snapper collection, inspired by the campaign, boasts the widest range of associated merchandise in John Lewis history. Products include plush plants, baubles, tote bags, chocolates, pajamas, slippers, and more. The collection will be available in all John Lewis shops, online, and selected Waitrose stores.

In a first for John Lewis and Kew Gardens, Snapper will be part of the iconic Christmas at Kew light trail.The character's adventures will also continue in episodic product films, an AR filter for Meta users, and a digital advent calendar on the John Lewis app, offering exclusive rewards to MyJL members throughout December.

The campaign, planned and executed by Manning Gottlieb OMD, encompasses various channels, including AV, cinema, social media, YouTube, and interactive activations. Shoppable formats will be available on YouTube, Channel 4, and Google, enabling viewers to purchase featured products directly through John Lewis's website, app, and stores. The campaign aims to provide audiences with inspiring content and opportunities to explore and purchase a wide range of John Lewis products.

Credits

Campaign Title: Let Your Traditions Grow

Hero Film Title: Snapper: The Perfect Tree

Client: John Lewis / John Lewis Partnership

Charlotte Lock, Customer Director

Rosie Hanley, Director of Marketing

Emma Wood, Advertising Lead

Advertising Agency: Saatchi & Saatchi

Hero Film: Snapper: The Perfect Tree

CCO: Franki Goodwin

Executive Creative Director: Paddy Fraser

Senior Creatives: Alex Kosterman, Avani Maan

Executive Design Director: Nathan Crawford

Character Design: Kris Miklos

Design Team: Simon Anderton, James Crickmore

Chief Strategy Officer: Richard Huntington

Head of Strategy: Sam Wise

Senior Planner: Polly Goodman

Managing Director: Sarah Jenkins

Managing Partner: Humphrey Taylor

Business Lead: Rania Kouros

Account Director: Jack Steer

Chief Production Officer: Jessica Ringshall

Executive Production Director: Sam Robinson

Agency Producer: Alex Pemberton

Production Assistant: Grace McDonagh

Christmas Campaign: Let Your Traditions Grow

Junior Creatives: Iki Choi, Will Griffin

Design Team: Natalie Alves, Jay De Silva, George Colledge, Dani Wolf, Benny Yang, James Goodwin Davies

Junior Planner: Humiraa Firdaws

Head of Data Arts: Ruth Bates

Data Artist: Jack Buck

Account Directors: Julia Leibetseder, Cali Fish

Account Manager: Dylan Payne

Agency Producers: Stephanie Evans, Nayab Malik, Joe Revens

Programme Director: Lauren Pickard

Media Buying Agency: OMD Manning Gottlieb

Hero Film: Snapper: The Perfect Tree

Executive Director: Geraldine Ridgway

Business Director: Melanie Nixon

Client Account Director: Jordan Golding

Head of Creativity: Tamara Cross

Creativity Director: Will Selwyn

Partnerships Business Director: Maddie Taylor Wilson

Partnerships Account Director: Chloe Jukes

Partnerships Senior Executive: Daniel Morris

Investment Director: Gabriella Michalski-Turner

Programmatic Business Director: Charles Pullen

Performance Group Director: Phaedra Poulimenou

Christmas Campaign: Let Your Traditions Grow

Client Account Director: Tabitha Millar

Client Account Manager: Elizabeth Rutherwood

Client Account Executive: Margarida Amaro

Client Account Assistant: Ruby Edwards-Probert

Head of Digital: Danielle Matthee

Digital Account Manager: Adam Kerbouci

Production Company: Riff Raff

Director: Megaforce

Producer: Richard Weager, Tracey Cooper

Exec Producer: Matthew Fone

Production Manager: Savvas Stavrou

Production Assistant: Rosa Galvin, Maddy Smith

DOP: Matias Boucard

1st AD: Chris Kelly

Production Designer: Marco Puig

Post-Production Company: Electric Theatre Collective

Colourist: Luke Morisson

Creative Director: Dean Robinson

VFX Supervisor: Alex Gabucci

CG Supervisor: Dorianne Fibleuil

Executive Producer: Magda Krimitsou

Production Coordinator: Ryley King

2D Compositing: Alex Kulikov, Taran Spear, Adam Woolrich, Tijan Holder, Victoria Pascual

Animation Supervisor: Andras Ormos

Animation: Fabrice Fiteni, Han Park, Gererd Murphy, Fred Austin

Lighting/Look Dev: Jordan Dunstall, Wesley Roblett, Aidan Callaghan, Lennart Vulto FX: Dan Yargici, Sergio Morales Paz, Alberto Scotti, Nick de Leeuw

Asset Build: Bibin Panackal, Zhane Nathan-Grant, Poul Resen Steenstrup, Joseph Dowling, Elliot Holland Crouch, Parker Britt, Tom Harrison, Mara Pawlowska

Rigging: Nikolai Maderthoner, Clementine Lecluse, Jashua Fernandez, Jo Allington

Concept: Emily Shilling

Editing Company: Final Cut

Editor: Joe Guest

Assistant Editor: Matt Gabzdyl

Executive Producer: Michelle Corney

Sound House: 750MPH

Sound Engineers: Sam Ashwell, Jake Ashwell

Head of Production: Olivia Ray

Music: Wake The Town

Music Supervisor: Dom Bastyra

Music Writers & Producers: Le Feste Antonucci

Performed by: Andrea Bocelli