Christmas advertising In the UK the Christmas TV advertising campaigns of major retailers and supermarkets are hotly anticipated events. Department store John Lewis has, for many years, been considered the leader of the pack. However, unlike most advertising, the John Lewis Christmas campaigns arent used to sell products directly to the viewer. In fact, none of the most recent campaigns include any John Lewis products; instead, they take the form of mini-films designed to engage the viewer. According to marketing experts, the department store is not looking for someone to come into the store the following day, its about having an emotional connection with the shopper to reinforce the brand which can have a halo effect into the following year. Required: Using your understanding of advertising concepts and theories, explain why John Lewis Department stores non-sales approach works.