This advert is aimed at British home owners that care for their possessions and also have children. It could also be aimed at children.
This is because the advert is about a little girl who is dancing around and chasing her dream if being a dancer but at the same time nearly destroying items in the house. The John Lewis advert shows that they don’t have to be restricted to what they can do in their house but they are giving people a chance to do more in their house and not worry about the cost of broken items.
The use of the song ‘tiny dancer’ by elton john will attract the attention of the older audience because it was a popular song in the older generations.
I think the use of this song shows how john Lewis are a historically British brand. Another way this is shown is when the shot outside the house is shown, it is shown to be a typical housing estate in Britain.