Often, I wonder how disconnected advertisers must be to craft some of the commercials that appear on TV. I’ve been known to not buy products just because the commercials that advertise them annoy me so much. Call it reverse advertising. OK, so maybe I’m not the most rational consumer if I’ll willingly forgo a quality product at a low price, but, really, is it so hard to make a compelling commercial?

U.K. retailer John Lewis proves it can be done. This is my new gold standard for TV ads:

(h/t The Aged P)