"It can bring new audiences to an artist": Universal Globe president Marc Robinson on the John Lewis effect

Andre Paine

Of all the Christmas TV campaigns, the John Lewis advert has proved the biggest sync opportunity for artists.

“For seven years now it has been the leading commercial at Christmas showcasing music and talent to visuals,” said Universal Globe president Marc Robinson. “The choice of song and artist is integral to that narrative.”

When this year’s ad, directed by Michel Gondry, was unveiled it also prompted huge media interest in the choice of song and artist.

“What other commercial makes ...

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