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.