From the weekend onwards an edited version of the John Lewis advert will be running - minus the dog!
Well done everyone. Job done.
According to Marketing Week the 60 second advert was due to run for five weeks.
Here's their statement:
We have taken into account all comments from people who have viewed our Christmas TV advert. The theme focuses on the tradition of buying, hiding and wrapping presents for loved ones. We've received lots of positive comments, but we are aware that a small number of people don't like the final scene of the advert. Our intention was to portray a poignant moment where the little boy shows affection for his dog by putting a stocking on his kennel. We purposely show a lovingly decorated kennel and the breed of dog was specifically chosen as one that is used to being outside some of the time. Rannoch is a well loved pet and his owner is very happy with how he is portrayed. We also had a dog handler present at the shoot (approved by the animal consultants and trainers association), and our advert was approved by an independent body, who ensure that no scenes are shown that encourage the mistreatment of animals. We are genuinely sorry if this scene has caused any concern. This weekend we will be launching shorter versions of our advert which will have a different ending.
Here was Dogs Trust's statement:
Dogs Trust, the UK’s largest dog welfare charity, was disappointed at the canine content of this year’s John Lewis Christmas TV advertisement. The Deerhound in the advertisement appears to be kept outside alone in an open kennel on an exposed snowy hill. While we appreciate that some dogs do prefer to live outdoors and the dog used in the advertisement is a trained actor, we were nonetheless disappointed at the depiction of a dog kept alone in inadequate outside accommodation in harsh weather conditions, as part of a ‘feel-good’ Christmas campaign. Dogs are pack animals and thrive on the company of people and other dogs. We would ask retailers to consider the welfare messages conveyed when using animals in their marketing activities.