There are some brands which have a long, proud history that they want to show off. But how do they do that without appearing old-fashioned? A time-travelling tale of troubled love, that's how.
The latest ad for department store John Lewis stars a couple of younger lovers who share a whirlwind romance, despite being separated by 87 years of history.
He lives in the modern world, surrounded by hi-tech gadgets, 3D movies and coffee shops. She lives in 1925, a world of horse-drawn carriages, gramophones and where she can't vote until she's 30. It's also the same year John Lewis launched its price promise: never knowingly undersold.
Thanks to some hole in the space time continuum and split-screen film trickery, the couple go on dates and fall madly in love. She is always on the left of the screen, surrounded by her 1920's world, while he stays on the right with his computers and modern art.
The whole story is serenaded by Paloma Faith, singing INXS's ballad Never Tear Us Apart. Sadly her mellow crooning isn't enough to guarantee a happy ending. Oddly, it's not the closing of a wormhole or even the massive age gap that threatens happiness.
After a quick, timeless argument and an apologetic email in reply to a carefully penned letter, the couple make amends, reuniting outside the swanky coffee shop/tea room in which they first met. Probably to live happily-ever-after, even though their children would end up as old as his grandfather.
Put together by Adam&Eve/DDB, the clip has garnered nearly 51,000 views in just two days. The ad's timeless tale and haunting sound track have helped to drive over 8,400 shares.
This is a beautifully shot ad that really is quite moving. Though there is one thing we can't get over, he wrote her an email to apologise. How was she ever going to read that in 1925?