Everyone seems to be raving about the latest John Lewis Ad. It is a lovely ad, not the most original, but it is lovely. It seems to be a perfect example of how the execution is probably more important than the idea. “Creatives” thrive off ideas and “concepting” the latest TV spot (ideas that probably hundreds if not thousands of people have had already), leaving the menial production and art working to “juniors”. But back to the John Lewis ad, it’s in fitting with both the brand and it’s services, and it is shot beautifully. An excellent execution example. It minds me of the classic Orange Dancers Ad (different yes, but similar).