Meet The Real John Lewis, The Man Who Stars In The Brand’s Christmas Campaign On Twitter

#NotARetailStore! A US lecturer named John Lewis famed for being mistaken and becomes the star of the brand’s Christmas celebration this year.

Every year, John Lewis receives a big amount of tweets from people who think that they’re contacting the department store and last year he received 50,000 tweets. Lewis’ responses got the #NotARetailStore hashtag makes him a real fun person.

Collaborated with The Romans, Twitter UK is celebrating his story in a holiday campaign named after his signature hashtag. The spot is filmed at his own home in Blacksburg, Virginia, and shows him doing what he does this time of year – dealing with the tweets mentioning John Lewis the company.

It pays homage to the tradition of the John Lewis Christmas ad, with references to previous years’ holiday campaigns including last years’ Buster the boxer. The spot says tagline as, Join the conversation.

John Lewis commented,

I think it’s hilarious that people mistake me for the UK store and I do my best to direct them to the right place. I see a massive spike in tweets at this time of year and I always watch the John Lewis ad, especially as it becomes a huge part of my Twitter conversation. I find it absolutely fascinating that Twitter UK has chosen me to star in their Christmas film. Hopefully, people will be kind about my acting skills; I am no Elton John but, who knows, maybe I’ll get tweets about my own film this year.

Founder and Creative Director of The Romans, Joe Mackay-Sinclair said,

The perennial story of @JohnLewis patiently replying to tweets is one that has delighted the UK for years and truly captures the spirit of Christmas. We’re very pleased to have been able to finally let John be the star of his own campaign.

John Lewis the retailer was quick to reply, not long after the spot aired,


Any publisher who says they have never been mistaken the company’s account in Twitter? This is an incredible way of marketing and offers us a chance to witness the brand’s strong sense of humor!