Tissues at the ready for latest John Lewis ad

PLEASE please, please let me get what I want – a reasonable deal on my home insurance.

John Lewis, purveyor of homewares and heart-rending Christmas advertisements, is branching out into insurance ads with a fresh tear-jerker from Adam&eveDDB, the agency that brought us last year’s snowman offering.

The £5m campaign, to be aired on Saturday, will include everything moist-eyed viewers have come to expect from the retailer. Yes, it’s got a haunting ballad – a cover of Fleetwood Mac’s Don’t Stop by Scottish singer-songwriter Nina Nesbitt – and yes, it features a poignant take on family life, with the tag-line “if it matters to you, it matters to us”.

While The Capitalist has yet to see the full advert, the company has mentioned “up to 10 animators” who worked on the video – leaving the slimmest of hopes that the 90-second ad will at some point feature that classic of the insurance genre, the cartoon meerkat.