The original 60 second advertisement shows a young boy approaching a dog lying in the snow on a blanket outside its wooden kennel, which is decorated with Christmas lights.Everyone say 'Ahhhhh'...
The boy then hangs a stocking over the kennel and walks away toward the lighted, warm home - leaving the dejected dog, a Deerhound, staring back at him as he leaves.Everyone say 'Ahhhhh', again.
Oh, wait. You at the back! What the hell are you saying?
The commercial, which first aired earlier this month after ITV1's X Factor, then finished with the message: “For those who care about showing they care.”
It featured a rendition of “Your Song” by Ellie Goulding and was set to run for five weeks in conjunction with two other 30-second adverts.
But the advertisement, created by advertising agency Adam & Eve, sparked anger among animal welfare campaigners and angry customers who accused John Lewis of “sending the wrong message” to children.Sending the wrong....? The hell you say?
Julie Hill, from DogCast Radio, that is based in Stretton Hills, Shropshire, set up a Facebook site “stop the John Lewis Christmas Ad”.Oh, my stars and garters, are you kidding me? Julie, sweetie, don't you have a life?
“Dogs belong in the house with their people – not out in the snow in a ramshackle, doorless, bare kennel – even if it is adorned with fairy lights,” she wrote.
Mrs Hill complained to the chain, the Advertising Standards Agency and the Dogs Trust.Good grief, where does she think a lot of working dogs - and a fair few family pets -live? For real?
It's outdoors, and they don't get fairy lights because they'd chew right through them and electrocute themselves!
It's an advert, FFS! And the beast in question is a deerhound, not a Mexican hairless. Not exactly unadapted to the rigours of a (comparatively mild) UK winter.It seems John Lewis don't feel much like swimming against the tide of stupid on this one. Can anyone blame them?
After originally defending the advertisement, a John Lewis spokeswoman admitted it had been changed following complaints.
“During the process of editing shorter ads, which continues once the initial 60-second ad has aired, we will always choose the scenes which work best,” she 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.”