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Partners \n \u003C\/span\u003E\n \u003C\/div\u003E\n \t\t\t\t\u003C\/div\u003E\n\t\t\t\t\n\t\t\u003C\/div\u003E\n\t\t\n\t\u003C\/div\u003E\n\u003C\/div\u003E\n \n\u003Cdiv x-data=\u0022picture\u0022 class=\u0022widget picture\u0022\u003E\n\t\u003Cdiv class=\u0022wrapper\u0022\u003E\n\t\t\u003Cdiv class=\u0022image_box\u0022\u003E\n\t\t \u003Cpicture data-lmg=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2019-12\/img-1577104178-68044.jpg?w=2000\u0026amp;output=webp\u0022\n\t\t\t\t\t\tdata-title=\u0022John Lewis\u8056\u8a95\u5ee3\u544a.jpg\u0022\n\t\t\t\t\t@click=\u0022open()\u0022 class=\u0022image cursor\u0022\u003E\n\t\t\t\t\t\u003Csource srcset=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2019-12\/img-1577104178-68044.jpg?w=2000\u0026amp;output=webp\u0022 media=\u0022(min-width: 1200px)\u0022\u003E\n\t\t\t\t\t\u003Csource srcset=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2019-12\/img-1577104178-68044.jpg?w=900\u0026amp;output=webp\u0022 media=\u0022(min-width: 400px)\u0022\u003E\n \u003Cimg loading=\u0022lazy\u0022 src=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2019-12\/img-1577104178-68044.jpg?w=600\u0026amp;output=webp\u0022 alt=\u0022John Lewis\u8056\u8a95\u5ee3\u544a.jpg\u0022 \/\u003E\n \u003C\/picture\u003E\n\n\t\t\t\t\u003C\/div\u003E\n\n\t\t\t\t\u003Cdiv class=\u0022inf\u0022\u003E\n\t\t\t\t\u003Cdiv class=\u0022inf-head\u0022\u003E\n\t\t\t\t\t\n \u003Cdiv class=\u0022description\u0022\u003E\n \n \n \u003Cspan class=\u0022from\u0022\u003E\n \u5716\u7247\u4f86\u6e90\uff0f\u622a\u5716\u81eaChristmas 2019 Ad | John Lewis \u0026amp; Partners \n \u003C\/span\u003E\n \u003C\/div\u003E\n \t\t\t\t\u003C\/div\u003E\n\t\t\t\t\n\t\t\u003C\/div\u003E\n\t\t\n\t\u003C\/div\u003E\n\u003C\/div\u003E\n \n\u003Cdiv x-data=\u0022picture\u0022 class=\u0022widget picture\u0022\u003E\n\t\u003Cdiv class=\u0022wrapper\u0022\u003E\n\t\t\u003Cdiv class=\u0022image_box\u0022\u003E\n\t\t \u003Cpicture data-lmg=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2019-12\/img-1577104174-24125.jpg?w=2000\u0026amp;output=webp\u0022\n\t\t\t\t\t\tdata-title=\u0022John Lewis\u8056\u8a95\u5ee3\u544a.jpg\u0022\n\t\t\t\t\t@click=\u0022open()\u0022 class=\u0022image cursor\u0022\u003E\n\t\t\t\t\t\u003Csource srcset=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2019-12\/img-1577104174-24125.jpg?w=2000\u0026amp;output=webp\u0022 media=\u0022(min-width: 1200px)\u0022\u003E\n\t\t\t\t\t\u003Csource srcset=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2019-12\/img-1577104174-24125.jpg?w=900\u0026amp;output=webp\u0022 media=\u0022(min-width: 400px)\u0022\u003E\n \u003Cimg loading=\u0022lazy\u0022 src=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2019-12\/img-1577104174-24125.jpg?w=600\u0026amp;output=webp\u0022 alt=\u0022John Lewis\u8056\u8a95\u5ee3\u544a.jpg\u0022 \/\u003E\n \u003C\/picture\u003E\n\n\t\t\t\t\u003C\/div\u003E\n\n\t\t\t\t\u003Cdiv class=\u0022inf\u0022\u003E\n\t\t\t\t\u003Cdiv class=\u0022inf-head\u0022\u003E\n\t\t\t\t\t\n \u003Cdiv class=\u0022description\u0022\u003E\n \n \n \u003Cspan class=\u0022from\u0022\u003E\n \u5716\u7247\u4f86\u6e90\uff0f\u622a\u5716\u81eaChristmas 2019 Ad | John Lewis \u0026amp; Partners \n \u003C\/span\u003E\n \u003C\/div\u003E\n \t\t\t\t\u003C\/div\u003E\n\t\t\t\t\n\t\t\u003C\/div\u003E\n\t\t\n\t\u003C\/div\u003E\n\u003C\/div\u003E\n \n\u003Cdiv x-data=\u0022iframe\u0022 class=\u0022widget w-full my-4 iframe\u0022\u003E\n\t\u003Ctemplate x-ref=\u0022src\u0022\u003E\n\t\t\u003Ciframe width=\u0022560\u0022 height=\u0022315\u0022 src=\u0022https:\/\/www.youtube.com\/embed\/e93cDQPc8MA\u0022 frameborder=\u00220\u0022 allow=\u0022accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\u0022 allowfullscreen\u003E\u003C\/iframe\u003E\n\t\u003C\/template\u003E\n\t\u003Cdiv x-html=\u0022html\u0022\u003E\u003C\/div\u003E\n\t\u003C\/div\u003E\n \n\u003Cp\u003E\u7a76\u7adf\u662f\u5167\u5fc3\u591a\u67d4\u8edf\u7684\u5927\u4eba\u624d\u80fd\u62cd\u51fa\u9019\u6a23\u52d5\u4eba\u7684\u5ee3\u544a\uff1fJohn Lewis \u71df\u92b7\u7e3d\u76e3 Becky Brock \u66fe\u8aaa\uff1a\u300cJohn Lewis \u5ee3\u544a\u7684\u672c\u8cea\u5728\u65bc\uff0c\u7c21\u55ae\u7684\u6545\u4e8b\uff0c\u771f\u5be6\u7684\u4eba\u5fc3\u3002\u300d\u5982\u679c\u8056\u8a95\u7bc0\u66fe\u662f\u56e0\u70ba\u5805\u4fe1\u8457\u8056\u8a95\u8001\u4eba\u5b58\u5728\u624d\u6210\u7acb\uff0c\u90a3\u9019\u4e9b\u5275\u9020 John Lewis \u8056\u8a95\u5ee3\u544a\u7684\u4eba\u5011\uff0c\u5927\u6982\u6253\u5f9e\u5fc3\u5e95\u76f8\u4fe1\u9019\u4e9b\u5ee3\u544a\u4e2d\u767c\u751f\u7684\u6545\u4e8b\uff0c\u90fd\u771f\u5be6\u5b58\u5728\u4e16\u754c\u4e0a\u3002\u003C\/p\u003E\n\u003Cp\u003E\u8056\u8a95\u7bc0\u5012\u6578\u4e2d\uff0cJohn Lewis \u5ee3\u544a\u50cf\u662f\u5728\u4fc3\u8cfc\u8072\u6d6a\u4e2d\u4e00\u9762\u6f84\u6f88\u7684\u986f\u5f71\u93e1\uff0c\u7bc0\u65e5\u6703\u6620\u896f\u5bc2\u5bde\uff0c\u6703\u63d0\u9192\u5fc3\u610f\uff0c\u6703\u96a8\u8457\u6210\u9577\u800c\u6539\u8b8a\u5f62\u5f0f\u8207\u610f\u7fa9\uff0c\u6211\u5011\u53ef\u80fd\u9010\u6f38\u5fd8\u4e86\u6700\u521d\u805a\u5728\u4e00\u8d77\u3001\u4ea4\u63db\u79ae\u7269\u7684\u7406\u7531\u8207\u5fc3\u60c5\uff0c\u800c\u6bcf\u5e74 John Lewis \u90fd\u900f\u904e\u6545\u4e8b\u7d66\u6211\u5011\u4e00\u500b\u7b54\u6848\u3002\u003C\/p\u003E\n\u003Cp\u003E\u5982\u679c John Lewis \u662f\u6700\u660e\u767d\u8056\u8a95\u7bc0\u5fc3\u610f\u7684\u4eba\uff0c\u5230 John Lewis \u8cb7\u79ae\u7269\u5c31\u7d55\u5c0d\u4e0d\u6703\u932f\u4e86\u3002\uff08\u662f\u7684\uff0c\u5225\u5fd8\u4e86\u9019\u662f\u4e00\u652f\u767e\u8ca8\u516c\u53f8\u5ee3\u544a\u554a\u3002\uff09\u003C\/p\u003E\n\u003Ch3\u003E2009~2018\u7684John Lewis\u8056\u8a95\u5ee3\u544a\u7cbe\u9078\u56de\u9867\u003C\/h3\u003E\n\u003Cp\u003E\u3000\u003C\/p\u003E\n\u003Ch4\u003E#2017\u003C\/h4\u003E\n\u003Cdiv x-data=\u0022iframe\u0022 class=\u0022widget w-full my-4 iframe\u0022\u003E\n\t\u003Ctemplate x-ref=\u0022src\u0022\u003E\n\t\t\u003Ciframe width=\u0022560\u0022 height=\u0022315\u0022 src=\u0022https:\/\/www.youtube.com\/embed\/Jw1Y-zhQURU\u0022 frameborder=\u00220\u0022 allow=\u0022accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\u0022 allowfullscreen\u003E\u003C\/iframe\u003E\n\t\u003C\/template\u003E\n\t\u003Cdiv x-html=\u0022html\u0022\u003E\u003C\/div\u003E\n\t\u003C\/div\u003E\n \n\u003Ch4\u003E#2015\u003C\/h4\u003E\n\u003Cdiv x-data=\u0022iframe\u0022 class=\u0022widget w-full my-4 iframe\u0022\u003E\n\t\u003Ctemplate x-ref=\u0022src\u0022\u003E\n\t\t\u003Ciframe width=\u0022560\u0022 height=\u0022315\u0022 src=\u0022https:\/\/www.youtube.com\/embed\/wuz2ILq4UeA\u0022 frameborder=\u00220\u0022 allow=\u0022accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\u0022 allowfullscreen\u003E\u003C\/iframe\u003E\n\t\u003C\/template\u003E\n\t\u003Cdiv x-html=\u0022html\u0022\u003E\u003C\/div\u003E\n\t\u003C\/div\u003E\n \n\u003Ch4\u003E#2014\u003C\/h4\u003E\n\u003Cdiv x-data=\u0022iframe\u0022 class=\u0022widget w-full my-4 iframe\u0022\u003E\n\t\u003Ctemplate x-ref=\u0022src\u0022\u003E\n\t\t\u003Ciframe width=\u0022560\u0022 height=\u0022315\u0022 src=\u0022https:\/\/www.youtube.com\/embed\/iccscUFY860\u0022 frameborder=\u00220\u0022 allow=\u0022accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\u0022 allowfullscreen\u003E\u003C\/iframe\u003E\n\t\u003C\/template\u003E\n\t\u003Cdiv x-html=\u0022html\u0022\u003E\u003C\/div\u003E\n\t\u003C\/div\u003E\n \n\u003Ch4\u003E#2013\u003C\/h4\u003E\n\u003Cdiv x-data=\u0022iframe\u0022 class=\u0022widget w-full my-4 iframe\u0022\u003E\n\t\u003Ctemplate x-ref=\u0022src\u0022\u003E\n\t\t\u003Ciframe width=\u0022560\u0022 height=\u0022315\u0022 src=\u0022https:\/\/www.youtube.com\/embed\/XqWig2WARb0\u0022 frameborder=\u00220\u0022 allow=\u0022accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\u0022 allowfullscreen\u003E\u003C\/iframe\u003E\n\t\u003C\/template\u003E\n\t\u003Cdiv x-html=\u0022html\u0022\u003E\u003C\/div\u003E\n\t\u003C\/div\u003E\n \n\u003Ch4\u003E#2011\u003C\/h4\u003E\n\u003Cdiv x-data=\u0022iframe\u0022 class=\u0022widget w-full my-4 iframe\u0022\u003E\n\t\u003Ctemplate x-ref=\u0022src\u0022\u003E\n\t\t\u003Ciframe width=\u0022560\u0022 height=\u0022315\u0022 src=\u0022https:\/\/www.youtube.com\/embed\/pSLOnR1s74o\u0022 frameborder=\u00220\u0022 allow=\u0022accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\u0022 allowfullscreen\u003E\u003C\/iframe\u003E\n\t\u003C\/template\u003E\n\t\u003Cdiv x-html=\u0022html\u0022\u003E\u003C\/div\u003E\n\t\u003C\/div\u003E\n \n\u003Cblockquote\u003E\n\u003Cp\u003Eyoutube\u983b\u9053\uff1a\u003Ca target=\u0022_blank\u0022 href=\u0022https:\/\/www.youtube.com\/user\/JohnLewisRetail\u0022\u003Eyoutube.com\/user\/JohnLewisRetail\u003C\/a\u003E\u003Cbr \/\u003E\n\u5b98\u7db2 \uff1a\u003Ca target=\u0022_blank\u0022 href=\u0022https:\/\/www.johnlewis.com\/\u0022\u003Ejohnlewis.com\u003C\/a\u003E\u003C\/p\u003E\n\u003C\/blockquote\u003E\n","authors":"","editor":"\u6797\u4e9e\u7487","date":"2019.12.23","date2":"Dec.23","time":"12:08 PM","my_publish_date":"2019-12-23T20:55:00+08:00","to_publish_date":"2019\/12\/23","url":"https:\/\/www.shoppingdesign.com.tw\/post\/view\/4954"}
最會說故事的百貨公司：女孩與噴火龍的暖心友誼，John Lewis 年度聖誕影片述說節慶本質！
截圖自Christmas 2019 Ad | John Lewis & Partners
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知道了
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知道了
每年一支冬節廣告，是John Lewis獻給這個世界的聖誕禮物。
如果你喜歡聖誕節，大概可以把 John Lewis 從 2009 年至今的 11 支聖誕影片收進口袋，想念過節氛圍就拿出來播放；他們高明卻柔軟的說故事功力，總讓人忘記這是百貨公司的廣告。
擁有150多年歷史的英國百貨公司 John Lewis（2018年9月更名為「John Lewis & Partners」），在百貨零售業極度競爭、搶攻年底過節商機的戰場中，開闢了一條看似無關促購、卻能真正深入人心的行銷路徑。2007 年推出第一支廣告影片，2009 年起找上創意團隊 Adam & Eve DDB 操刀，除了精密的腳本與畫面設計，扣合片尾一句 slogan 道出聖誕節的情感連結，更找來新世代歌手重新演繹熟悉的英國經典歌曲，讓視聽共同醞釀濃厚的過節心情。
今年故事主角是小女孩 Ava 與她的朋友—小火龍 Edgar。Edgar 熱愛聖誕節，看到有關的一切（雪人、聖誕花圈、聖誕樹）就會忍不住興奮地噴火，卻因此搞砸村裡準備的節慶裝飾與雪地活動。無法加入大家的 Edgar 難過躲起來，最後 Ava 想到了一個最適合送給 Edgar 的禮物……。
「這是個關於『一起過聖誕』的故事，希望我們能試著去接受他人的不一樣。」在 John Lewis 釋出的幕後製作影片中可以看到拍攝現場，人員調度之浩大（畢竟要建構起一座虛擬的村莊）「這個工作的質量非常瘋狂，我從沒拍過這麼多演員。」可以看到小火龍 Edgar 如何從腳本躍出成為靈魂鮮活的個體，「我們展開了 Edgar 無限的可能性，想像他快樂會是什麼樣子，難過會是什麼樣子。」於是乎，Edgar 擄獲了銀幕內外所有人的心。
究竟是內心多柔軟的大人才能拍出這樣動人的廣告？John Lewis 營銷總監 Becky Brock 曾說：「John Lewis 廣告的本質在於，簡單的故事，真實的人心。」如果聖誕節曾是因為堅信著聖誕老人存在才成立，那這些創造 John Lewis 聖誕廣告的人們，大概打從心底相信這些廣告中發生的故事，都真實存在世界上。
聖誕節倒數中，John Lewis 廣告像是在促購聲浪中一面澄澈的顯影鏡，節日會映襯寂寞，會提醒心意，會隨著成長而改變形式與意義，我們可能逐漸忘了最初聚在一起、交換禮物的理由與心情，而每年 John Lewis 都透過故事給我們一個答案。
如果 John Lewis 是最明白聖誕節心意的人，到 John Lewis 買禮物就絕對不會錯了。（是的，別忘了這是一支百貨公司廣告啊。）
2009~2018的John Lewis聖誕廣告精選回顧
#2017
#2015
#2014
#2013
#2011
youtube頻道：youtube.com/user/JohnLewisRetail johnlewis.com
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