John Lewis Christmas Advert sparks controversy

Earlier this year, I wrote an article about the John Lewis Spring/Summer advert, set to Fyfe Dangerfield's 'She's Always a Woman'. Created by John Lewis's advertising agency, Adam & Eve, the advert was a triumph - utterly gorgeous and beautifully thought out. A couple of weeks ago, John Lewis's aired their Christmas advert, featuring Ellie Goulding singing a stunning version of Elton John's 'Your Song'. The advert depicted parents sneaking presents past their children, husbands lovingly attempting to wrap gifts for their wives and, controversially, a young boy hanging a Christmas stocking on his dog's outdoor kennel. Under the slogan 'For those who care about showing they care', the last few seconds of the ad sparked outrage and saw a barrage of complaints from animal lovers, welfare campaigners and angry customers who felt that it sent out the wrong message to children about how animals should be treated. On some online forums, people argued that the dog appeared to be a working one and arguably belonged outside - but compare that opinion to the two thousand people who joined a group on facebook called 'Stop the John Lewis Christmas Ad'. On the facebook page, one user posts 'These big companies have a responsibility to show the right image, how much nicer would it have been to have the boy tip toe up to a sleeping dog in his warm basket in the house and leave a stocking? Shame on you John Lewis.' I have to say that I agree - it suprised me to see the dog outside when a far cosier image would have been to see the dog curled up in the middle of a living room surrounded by a family - not very John Lewis at all. John Lewis reacted promptly in response to the complaints and have released a shorter 30 second version of the advert, with the infamous dog scene removed. A spokesperson at John Lewis said 'It is apparent that some people don't like the scene with the dog and we have used this opportunity to include other scenes that we shot but haven't yet used. We have taken the views of dog owners and dog welfare groups into consideration when editing our 30-second versions.' It's a real shame that this one scene has soured the otherwise very beautiful advert. If you've not seen it yet, here's the full version...

http://www.youtube.com/v/CEbFv82pdmE?version=3