The real life John Lewis has given his thoughts on the shop's annual Christmas advert.
Department store John Lewis is one of the most-anticipated businesses to release a Christmas advertisement each year, finding new ways to promote itself. However, the shop has been forced to change its social media username after it had been bagged by a real person named John Lewis.
Computer science teacher John was able to sneak in and take the username before the retailing giant was able to take it for themselves. As a result, he is often bombarded with complaints from users accidentally aiming their anger at him and not the shop itself.
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However, since the introduction of the yearly Christmas advertisement for the store, the real life John has given his thoughts following the ad's premiere. This year, John passed judgment on the new publicity stunt - and kept his words to a minimum.
Using just two words, John gave his review of the shop's latest offering for the festive season. He simply penned on his Twitter account: "Sooooo good!" before adding in another post, "One of the best JL ads in years - and trust, I've seen them all!"
Real life star John has had a lot of fun with his similarities to the department store, going as far as to make his own Christmas advert. It comes as this year's instalment of the retailer's commercial makes its way to the airwaves.
Titled "The Gifting Hour", the advertisement is a total of two minutes long as it follows a woman's struggle to find the perfect gift for her younger sister. Filming took place in the shop's flagship London store on Oxford Street, as the character Sally races around trying to find the right item to give as a gift.
Running from room to room in their childhood home, Sally rummages through her various memories of her sister, all while "Sonnet" by the Verve plays in the background. Sally eventually snaps into reality and back into the department shop and meets her sister, with the perfect gift wrapped in her arm ready to give to her on the big day.
While real life John was thrilled with the new advertisement, other viewers were less impressed, as they were left confused by the story's narrative. One bewildered user described the film as the "worse one yet" as others criticised the production of the advert.
A second fan fumed: "It doesn’t quite have that John Lewis sparkle than past adverts have had." Whilst a third admitted: "The John Lewis Christmas ad is very underwhelming; I don’t get it?"
However, whilst some fans felt muddled by the bizarre narrative, it appeared to strike a chord with others, including This Morning presenter Dermot O'Leary. Sharing his thoughts on the ITV daytime show, former X Factor presenter Dermot admitted that he ad had brought him to tears.
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