Leeds-based marketing agency Boutique has enlisted generative AI ChatGPT to predict the plot for John Lewis’s 2023 Christmas ad campaign.
Set to be created by new agency of record Saatchi & Saatchi and directed by French collective Megaforce, this year’s work may mark a creative departure from long-time collaborator Adam&EveDDB’s blockbuster efforts.
Featuring a pocketwatch left in a quaint coffee shop in a snow-covered village, the spot certainly has all the hallmarks of a heart-string tugging John Lewis classic.
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Titled ‘A Timeless Gift – “Celebrating the magic of giving”‘, the story unfolds through a series of flashbacks detailing the watch’s history and all the different people who have received it as a gift over the years.
“The John Lewis Christmas ad is a staple of the marketing world and with Megaforce and Saatchi & Saatchi partnering for this year’s ad, we should expect something bigger and better than we’ve seen before. Sorry AI, but we think you’re losing this one”, Boutique managing director, Simon Bollon said.
