Christmas is coming and that means one thing. Lots of new retail advertising. Here’s the newest entrant – it’s House of Fraser, brought to you by an agency I much admire – 18 Feet and Rising:
I have to admit I rather like it. But here’s my misgiving. It’s a Marks & Spencer ad. Everything about it screams M&S except the logo. Which is a bit tricky.
So imagine my surprise when I saw the new M&S Christmas commercial:
It’s also quite nice (though I’m not overwhelmed). Except for one thing. Like many advertisers, the client appears to have gone to their agency and said: “Please give me a John Lewis ad”. And unlike most agencies, they have done exactly that.
So House of Fraser is now morphing into M&S who are, for their part, impersonating John Lewis.
So it’s like a weird version of retail clothes swapping. Or one of those bizarre questions that crop up in philosophy tutorials about how much of your brain you can merge into another entity before you become them or they become you.
Maybe that’s what they mean by Shwopping.