The Power of Noticing

John Lewis turns attention into value, as retail media, checkout ads, and creator commerce reshape how brands capture intent.

Author

Javier García
January 01, 2026 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

John Lewis – “The Long List” (2025 UK Campaign)

John Lewis’ “The Long List” shifts focus from the gift to the intention behind it. The ad follows different people quietly adding items to a notes app throughout the year. A woman saves a book title after a passing comment from her sister. A dad screenshots a toy months before Christmas. A partner adds a lamp after noticing bad lighting during dinner. None of the gifts are bought immediately. The film ends on Christmas morning, when the list finally turns into wrapped presents. The line lands softly: “The best gifts are never last minute.”

Key marketing lessons

• Sell thoughtfulness, not products
John Lewis positions itself as the place for people who pay attention, not impulse buyers.

• Stretch the buying moment
By showing gift decisions happening months earlier, the brand expands relevance beyond peak season.

• Emotion lives in observation
Noticing is framed as the real act of care, making the brand feel human and warm.

• Quiet storytelling builds trust
No spectacle, no twist, just recognition of behaviour people already live.

• Consistent brand role
John Lewis reinforces its long-standing territory of meaning, not price or speed.

A reminder that great retail brands don’t just help you buy things. They help you show people you were listening.

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Weekly Tip

Make the Message Easy to Repeat

If someone can’t explain your idea to someone else, it’s too complex.

• Use simple phrasing that’s easy to recall
• Avoid layered or conditional statements
• Aim for one sentence people could repeat accurately

When your message is easy to repeat, it spreads naturally and sticks longer.

Weekly Challenge

Content Friction Test

This week, reduce how much effort it takes to engage with your content:

• Create one post where engaging requires only one simple action
• Avoid multi step CTAs or long explanations
• Make the action obvious and easy (one tap, one word, one choice)
• Track comments and interaction compared to posts that ask for more effort

Lower friction often leads to higher participation, especially with cold or passive audiences.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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