It’s just an ad. A television ad. Remember that thing. Here is a sublime example of just getting it right. It’s so simple and it feels like the target consumer might just feel the brand is having a conversation with them rather than broadcasting to them. 

John Lewis is a department store and in this spot they celebrate their relationship with women, more, they proclaim a lifetime of understanding their customer. And somehow, I reckon, even the new generation of female digital natives will sense some affinity with this piece of communication even though it’s delivered on the ‘telly’. Side note: the song from the ad has hit the top five bestselling songs on iTunes.