Continuing the theme of Christmas advertising I wanted to share these John Lewis advertisements, which take a slightly more traditional, but effective, approach to Christmas than the Harvey Nichols advertisements featured on this Blog.
In this article on The Drum website, the effectiveness of emotive advertising is highlighted and identified as a continuing and growing trend in U.K. advertising.
Written by Patrick Danaher, Marketing Director of gyro, the article identifies recent successful campaigns that have "used emotional engagement and entered the public subconscious as a result."
It is important to remember here that the goals of advertising are not simply to be noticed, entertain or amuse, but also to influence and even alter behaviour and/or attitudes. Emotive advertising it appears is still the most popular means by which this is achieved.
This takes me now to the past John Lewis Christmas adverts, where a nice emotive theme has been strung throughout these over the years.
2008
Let's start our reflection in the year of 2008. X-Factor winner Alexandra Burke's version of 'Hallelujah' tops the music charts, while the Queen's official Christmas message speaks of insecurities, battles of war and a search for lasting happiness.
In its advertising campaign, John Lewis features a version of Beatles song "From Me To You" and sets the tone for what is a very sweet person-object-association creative theme. In the ad we see a variety of people, young, old and slightly quirky, closing out with a baby and a little toy - the ultimate in cuteness. The lyrics to the song close out "with love from me to you" while the end line suggests "If you know the person, you'll find the present."
A nice celebration of conservative individualism, friendship and gift-giving at the perfect time of year.
In its advertising campaign, John Lewis features a version of Beatles song "From Me To You" and sets the tone for what is a very sweet person-object-association creative theme. In the ad we see a variety of people, young, old and slightly quirky, closing out with a baby and a little toy - the ultimate in cuteness. The lyrics to the song close out "with love from me to you" while the end line suggests "If you know the person, you'll find the present."
A nice celebration of conservative individualism, friendship and gift-giving at the perfect time of year.
2009
In an upset to the usual proceedings, whereby that year's X-Factor winner tops the Christmas music chart, we instead saw an expletive-driven Rage Against the Machines song 'Killing In The Name' take top spot. The rebellion was attributed to an online social media campaign on Facebook, started by Essex man Jon Morter, while the song's lyrics "F--k you, I won't do what you tell me" set a hard tone.
Feelings of tension and rebellion filled the air in the social climate, but not for John Lewis. In a sweetly-captured reminiscent campaign, we find themes of joyous children and childhood at the centre. Children are captured unwrapping objects which appear to belong to someone beyond their years, while the accompanying song speaks of what "reminds me of childhood memories". The end line reveals the concept behind the ad, tempting us to "Remember how Christmas used to feel?" and prompting us to "Give someone that feeling."
A lovely narrative is woven, which speaks strongly to the minds and hearts of consumers. The ad also effectively keeps its target audience broad, after all, we were all children once.
In an upset to the usual proceedings, whereby that year's X-Factor winner tops the Christmas music chart, we instead saw an expletive-driven Rage Against the Machines song 'Killing In The Name' take top spot. The rebellion was attributed to an online social media campaign on Facebook, started by Essex man Jon Morter, while the song's lyrics "F--k you, I won't do what you tell me" set a hard tone.
Feelings of tension and rebellion filled the air in the social climate, but not for John Lewis. In a sweetly-captured reminiscent campaign, we find themes of joyous children and childhood at the centre. Children are captured unwrapping objects which appear to belong to someone beyond their years, while the accompanying song speaks of what "reminds me of childhood memories". The end line reveals the concept behind the ad, tempting us to "Remember how Christmas used to feel?" and prompting us to "Give someone that feeling."
A lovely narrative is woven, which speaks strongly to the minds and hearts of consumers. The ad also effectively keeps its target audience broad, after all, we were all children once.
2010
In 2010 order was restored in the music charts with X-Factor winner Matt Cardle coming in number one with his single 'When We Collide', which spoke of coming together, while the U.K. endured its coldest winter in 100 years.
In its campaign, John Lewis took a down-to-earth and very human approach to its advertisement, focusing on people preparing their gifts and the obstacles they may come across. How do you wrap a candelabra? The end line "For those who care about showing they care" is a very nice and honest approach that speaks to the wholesome nature of giving and good-intent.
For me it ticks a few boxes, I feel positive and happy about the ad and really want to go out and buy something to give to someone I care about because I love to give and show I care. John Lewis, I feel like you understand and agree with me, it's a good feeling.
In its campaign, John Lewis took a down-to-earth and very human approach to its advertisement, focusing on people preparing their gifts and the obstacles they may come across. How do you wrap a candelabra? The end line "For those who care about showing they care" is a very nice and honest approach that speaks to the wholesome nature of giving and good-intent.
For me it ticks a few boxes, I feel positive and happy about the ad and really want to go out and buy something to give to someone I care about because I love to give and show I care. John Lewis, I feel like you understand and agree with me, it's a good feeling.
2011
The end of 2011 was marked with high unemployment and low retail sales in the U.K., while X-Factor winner Little Mix was moved to second place on the Christmas music charts by The Military Wives Choir and their harmonious tune 'Wherever you are', which spoke of separation and courage.
In 2011 John Lewis also released potentially the sweetest gift-giving Christmas ad presented, with an end twist that simply leaves you saying "aww". In this ad we watch a young boy in his countdown to Christmas. He appears impatient, which we assume to be because he is eager for the fun and presents of Christmas day. We move through the emotions and narrative with this young boy, experiencing this through his youthful eyes as Christmas nears.
The twist is revealed when the young boy wakes finding presents at his bed, Christmas day has finally arrived. Running past his own gifts he goes to his cupboard, pulling from it a present. As he stands in the doorway of his parents' room, gift in hand, the end line is revealed, "For gifts you can't wait to give".
This ad effectively captures a wonderful sentiment of Christmas and taps into an emotional connection with sharing and love of family.
In 2011 John Lewis also released potentially the sweetest gift-giving Christmas ad presented, with an end twist that simply leaves you saying "aww". In this ad we watch a young boy in his countdown to Christmas. He appears impatient, which we assume to be because he is eager for the fun and presents of Christmas day. We move through the emotions and narrative with this young boy, experiencing this through his youthful eyes as Christmas nears.
The twist is revealed when the young boy wakes finding presents at his bed, Christmas day has finally arrived. Running past his own gifts he goes to his cupboard, pulling from it a present. As he stands in the doorway of his parents' room, gift in hand, the end line is revealed, "For gifts you can't wait to give".
This ad effectively captures a wonderful sentiment of Christmas and taps into an emotional connection with sharing and love of family.
Creative Agency (2008):
Creative Agency (2009, 2010, 2011):
