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In a time of retrenchment, job losses and closed stores, the company’s £7m ad could be just what retail needs

Some gifts are more than just a gift. That is the message that the John Lewis Partnership is said to have spent £7m on this year, trying to get more people to do their Christmas shopping in its stores. That £7m is certainly a sizeable gift to broadcasters, digital businesses, the ad’s star, Elton John (said to have received a six-figure fee), and a bit of the advertising industry (an agency called adam&eveDDB).

But is it a good use of money? And is it wise for John Lewis to push out such a lavish campaign in a year when its profitability fell to almost zero by the end of July, and when the high street is the scene of so much retrenchment, job losses and closed stores?

Related: Elton John brings star quality to John Lewis Christmas advert

Retailers that have gone bust 2017-18

Related: The Christmas ad is broken – time to kill it off completely

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