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12 October 2021

Smashing choreography

by Jason Stone

John Lewis: “Let Life Happen” - 60s

A nine-year-old boy lays waste to the family home in this fabulous commercial for John Lewis's insurance services. A fully committed performance has been coaxed out of the youngster by director Tom Kuntz, and a lot of care and attention has gone into the choreography.

The boy's sister and his mother are nonplussed by his extravagant moves, but neither makes any attempt to stifle his creativity and perhaps we should conclude that this is because of their confidence in the advertised insurance policy. (Though we feel obliged to point out that it's unlikely to cover deliberate damage inflicted by a member of the household!)

Although it's similar in conception and execution to the Tiny Dancer ad for the same brand from a few years ago, this doesn't feel remotely like a retread... and that's because of the immensely spirited performance from the lead, which really elevates the idea to a new plane.

Creative Agency: adam&eveDDB Ⓟ Ⓦ
Creative: Mark Shanley
Agency Producer: Hannah Needham
1st AD: Joe Carter
Cinematographer: Daniel Landin
Production Designer: Joseph Bennett
Stylist: Rebecca Du Pont
Costume Design: Mr Gammon
Editor: Russell Icke Ⓦ @ Whitehouse Post Ⓟ Ⓦ
VFX: Untold Studios Ⓟ Ⓦ
Colourist: Stefan Sonnenfeld @ Company 3 Ⓦ
Sound Designer: Anthony Moore / Jack Hallett @ Factory Ⓟ Ⓦ
Audio Producer: Mikey Hill @ Factory Ⓟ Ⓦ
Music: Stevie Nicks - Edge of Seventeen

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.