MAM
adam&eveDDB creates new John Lewis Christmas campaign
MUMBAI: This Christmas, adam&eveDDB will pay tribute to the most memorable childhood Christmas celebration. The agency has created a new John Lewis Christmas campaign that takes the form of an animated woodland tale.
In the campaign ‘The Bear & The Hare’ tells a classic story of friendship at Christmas – building on the longstanding John Lewis theme of finding the perfect gift for those you care about. It features the strap line ‘Give someone a Christmas they’ll never forget.’
The beautifully handcrafted ad was written by adam&eveDDB creative directors Aidan McClure and Laurent Simon and directed by Blinkink’s Elliot Dear and Yves Geleyn. It has been created using hand-drawn animation combined with 3D sets – the first time this technique has been used in an advert in the UK.
Continuing the brand’s support of home-grown music talent, the ad is set to a cover of Keane’s 2004 hit ‘Somewhere Only We Know’ sung by Lily Allen.
Following a series of teasers on ITV that use the #sleeping bear, the ad was aired on 9 November in a special two minute spot during the X Factor. The campaign is John Lewis’s most integrated yet with the TV ad supported by a host of multichannel activity including a book, Christmas card maker, social media, in-store and windows, a digital outdoor projection and soundtrack single.
adam&eveDDB founding partner and chief executive James Murphy said: “It’s a privilege to create the advertising for the nation’s best loved department store at Christmas and this year is no exception. Not only have we been able to push the campaign into new territory creatively, we’ve also been able to deliver a truly multi faceted campaign that offers an in-depth take on thoughtful gifting that we hope will appeal to the child in all of us.”
Brands
Netflix names Magali Huot director games marketing – mainstream games
Former dentsu and YouTube Gaming leader joins to steer mass appeal titles
LOS ANGELES: Netflix has appointed Magali Huot as director of games marketing for its mainstream games division, reinforcing its push to widen the appeal of its interactive entertainment slate.
Based in Los Angeles, Huot joins from dentsu, where she most recently served as svp, global gaming strategy. During her time there, she helped brands treat gaming not as a niche vertical but as a core marketing channel, shaping partnerships that connected culture, community and commerce.
Before dentsu, she spent nearly four years at YouTube, including as head of games publishers at YouTube gaming and senior gaming product marketing manager. She built the platform’s first global games publishers practice, formalising a data led approach to partner selection and creating scalable programmes across the Americas, EMEA and Apac.
Her work included amplifying major in game cultural moments in Fortnite, featuring artists such as Travis Scott and Ariana Grande, as well as advancing creator partnerships and live event strategies to deepen platform engagement.
Earlier, at Warner Bros. Entertainment, she served as director, content marketing across the games portfolio, leading campaigns for titles including Mortal Kombat 11. Her remit spanned strategic partnerships, esports programmes, branded content and experiential activations.
From launching Ubisoft’s first social media war rooms to developing large-scale publisher collaborations, Huot has built her career at the intersection of entertainment and interactive culture.
At Netflix, she now takes on the task of making mainstream gaming as intuitive and inviting as pressing play on a favourite series.
