A still image from a Christmas advert from British retailer John Lewis.
Persuasion Notebook offers quick hits on the business of persuasion from The Globe and Mail's marketing and advertising reporter, Susan Krashinsky. Read more on The Globe's marketing page and follow Susan on Twitter @Susinsky.
British retailer John Lewis has a knack for making people cry.
In the past, it has told the story of a young boy's imagination bringing to life a love story for his penguin friend, given viewers a beautifully animated Christmas fable and showed the agony of a child's perception of time while waiting for the big day.
This year, the store chain is taking its Christmas message further – and farther, all the way to the moon. The tearjerker story in this year's ad features a little girl whose telescope lets her see the surface of the moon – where she finds a little house and a lonely old man living all alone.
Touched by what she sees, the little girl sends the man a Christmas care package – by floating a present to the moon with a cluster of balloons (the appropriate mode of transport for fairy tales).
His gift is a telescope to match hers, which he uses to see the glittering Christmas celebrations back on Earth and to spot the girl who has not forgotten him, waving from her window.
The message behind the ad is, of course, that loneliness is often a major problem among the elderly. In conjunction with the campaign, the retailer has partnered with the charity Age UK to combat this problem at a particularly poignant time – since the holidays are not necessarily a happy time for some.
The campaign is encouraging people to donate and also to reach out to elderly neighbours and family members.
Just like last year, when penguin-themed merchandise flew off the shelves after the commercial was launched, the retailer this year is complementing its story with space-themed presents, such as story books, pyjama sets, and of course, telescopes.
Christmas is a massive season for many advertisers, but in Britain, outdoing each other's holiday campaigns has become something of a sport, with incredible ad budgets and planning that starts as much as a year in advance.