Twitter turned an unused John Lewis idea into its Christmas ad

The platform's U.K. campaign centers on a user's tweet from November 2020

Published On
Dec 07, 2021

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How many people have it in them to write a John Lewis Christmas ad? Well, one Twitter user thought he did, and now the platform has turned his tweet about it into a U.K. holiday film all of its own.

The platform's marketing team and agency David Madrid landed on a tweet from November 2020 by @DanannMcAleer, who had found a story he'd written at age seven and posted a photo of it to his account, suggesting it would have been "the perfect John Lewis Christmas ad. " He tagged John Lewis, inviting the retailer to use it for its 2021 campaign, and a thread then ensued with people agreeing that the ad should be made. 

John Lewis, however, didn't bite, but Twitter decided to use it instead. The platform turned his cute/gruesome story of two snowflakes ("snow flacks") who end up in a snow spray factory ("facktree") into an animation created by Passion Pictures Paris and directed by Roxane Campoy. In another John Lewis-like move, Twitter will even be giving away some soft toys based on the film in an online contest rewarding users who tweet what they like most about the ad.


“There has always been an amazing synergy between Twitter and TV; and the Christmas ads are a great example of this," said Carlos Cantu, EMEA business marketing director at Twitter, in a statement. "When our partners from David showed us Danann's lovely tweet we all knew what we needed to do. It's been great to contribute to the magic of Christmas in this very Twitter way."

It's not the first time Twitter has made a Christmas ad referencing John Lewis; in 2018 PR agency The Romans created an ad featuring the American professor named John Lewis who's often confused with the British retailer.


Dec 07, 2021
Client :
Twitter UK
Agency :
Global CCO & Partner :
Pancho Cassis
Global COO :
Sylvia Panico
Executive Creative Director :
André Toledo
Executive Creative Director :
Saulo Rocha
Copywriter :
Maud McCaffrey
Copywriter :
Jaime Ludueña
Art Director :
Francesc Enrich
Head of Production :
Alejandro Falduti
Producer :
Diego Baltazar Macías
Producer :
Santiago Lardin
Head of Accoun :
María García Herranz
Group Account Director :
Lucila Mengide
Account Supervisor :
Adriana Gonzalez
Lead Content Strategy EMEA :
Gordon Macmillan
EMEA Business Marketing Director :
Carlos Cantú
Global Business Marketing :
Ciara Brady
Production Company :
Passion Paris
Director :
Roxane Campoy
Executive Producer :
Marion Vermogen
Executive Producer :
Marc Bodin-Joyeux
Line Producer :
Isa Taoui
Compositing Artist :
Mathieu Bétard
Animation Team :
Lucie Mayjonade
Animation Team :
Michaël Bataille
Animation Team :
Léa Bancelin
Animation Team :
Manon Courtaux
Animation Team :
Suzon Héron
Layout :
Roxane Campoy
Background :
Roxane Campoy
Stroyboard/Animatic :
Corentin Penloup
Production :
Director :
Mathias Ashford
Producer :
Ines Li Ying

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