John Lewis chooses French collective Megaforce for Christmas ad

John Lewis & Partners has chosen French director collective Megaforce to work with Saatchi & Saatchi London on its 2023 Christmas advert.

The collective, made up of Charles Brisgand, Clément Gallet, Léo Berne and Raphaël Rodriguez will work with Publicis Groupe’s Saatchi on the British retailer’s festive ad.

The creative agency won the John Lewis account earlier this year following the end of the high-street titan’s 14-year partnership with creative agency Adam & EveDDB, beating Wonderhood and WPP in a battle for the retailer’s high-profile account.

Last year’s John Lewis’ Christmas ad campaign titled ‘The Beginner’ captured the attention of the nation in its bid to highlight the difficulties faced by children in the care system. The 90 second advert was created with input from partner charities Action for Children and Who Cares? Scotland.

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Megaforce’s appointment follows a successful pitch which saw the collective beat Somesuch’s Raine Allen Miller and Pulse Films’ Sam Pilling.

Megaforce’s previous adverts include ‘Festive’, ‘Night creatures’ and ‘Open spaces’ for Burberry, the latter winning them a gold Lion for Film Craft at Cannes Lions in 2022.

Other creatives include Nike’s Men’s World Cup ad “Footballverse” by Wieden & Kennedy Portland and previous work with Saatchi & Saatchi, having directed Mattessons “The snackarchist” in 2016.


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