Someway plainly all’s proper with the (advert) world when John Lewis pulls a traditional Christmas marketing campaign out of the bag and reclaims its place on the prime of the tree.
adam&eveDDB’s “The Newbie” makes use of a number of the retailer’s conventional methods, just like the build-up to the large reveal, however this 12 months John Lewis has damaged away from all these lookalikes of latest years. It’s created a grown-up story with a genuinely shifting denouement and a rock stable charity initiative behind it.
Plus, for the primary time, the John Lewis advert isn’t fairly such a standalone piece – it appears to suit effectively with the retailer’s ongoing “For all life’s moments” positioning.
It’s had lots of love on social media too, other than a handful of the standard Twitter haters. Based on Sprout Social, it had gained 217m potential impressions and attracted 10,500 messages by the afternoon of day one, in comparison with second positioned Asda (launched six days beforehand) with 118m and 7500 respectively.
There was a pleasant trade between @Specsavers and @JohnLewisRetail:
A lot has been made from the problem of promoting Christmas in a value of dwelling disaster, however the area is stronger this 12 months than it has been for some time, with extra manufacturers than common doing their very own factor as a substitute of making one-note sentimental adverts.
The retailers’ tales could be tougher to inform after Christmas when the gross sales figures are in, however for now the funding in good artistic work is paying off. They aren’t scrimping on the media budgets both – though the Christmas advert saturation throughout I’m a Celeb Get Me Out of Right here is getting a bit a lot.
