John Lewis Christmas Ads Are The Marmite of Advertising

John Lewis Christmas Ads are the Marmite of Advertising

Every year, British department store John Lewis releases a Christmas ad that puts all other schmaltzy Christmas ads to shame. Although these ads are like the Marmite of advertising. One portion of the audience will fall deeply in love with them and the other half ‘won’t be having any of that Christmas crap, thank you very much’.  Each year the reach of these ads via YouTube and Twitter exceeds the previous year’s efforts.

My mum, living in Australia introduced me to it. So if people in Australia, who don’t even know about John Lewis department store as a brand are watching it, then they have done a fine job.  After only 1 day on Youtube, the ad has had over 5 million views.

As a content marketer…I take my hat off to them for their incredible, ingenious storytelling efforts.

It’s essentially a two minute long escape into childhood….and don’t we all need that once in a while? 

Oh…God…..The Feels!

John Lewis Christmas Ads Are The Marmite of Advertising

 

John Lewis Christmas Ads Are The Marmite of Advertising

John Lewis Christmas Ads Are The Marmite of Advertising

 

John Lewis Christmas Ads Are The Marmite of Advertising

 

Here’s my gushing praise (skip this bit if you didn’t like the ad)

This could be the ad of the year. John Lewis’ Christmas ads give me a warm and fuzzy feeling inside and this ad reminds me of being a little child and playing with my toys. I actually used to cry when listening to the original version of this song by John Lennon and later covered by Regina Spektor. The story has captured magic, imagination and childlike wonder to perfection. There I said it.

Emotional Storytelling

This is a buzzword in content marketing. Emotional storytelling whether it’s for a brand or simply for the sake of making art is designed to sit inside of people. Emotional storytelling makes the story a topic of conversation and worthy of sharing. This story is designed to tear right through your heart like a pin into a pin-cushion, it’s ingenious. Whether you like the brand is irrelevant. The planning and strategy behind the ad, distribution and channels used, the production values and market research – all of this doesn’t matter. What matters to people is the story itself. All the rest of it is background noise.

 

John Lewis Christmas Ads Are The Marmite of Advertising

Source: City AM

Read More

City AM: A Short History of John Lewis Festival Ad Success

The Inspiration: John Lewis Monty the Penguin by Adam&Eve DDB

Did it touch you in a way? 

3 Comments

  1. theeditorsjournal

    You have to take your hat off to them for making their ads almost the pre-Xmas event of the year, even before all the light switching ons in various towns. Xmas without a John Lewis ad will now seem strange. Can’t believe more companies didn’t think of it actually.

    For me it is a little like downing a full bowl of sugar. I’m done with it as it’s intention has lost it’s naivete, although I seem to remember liking earlier ones.

    1. Content Catnip

      Hey thanks for the feedback. I never saw the other ones in earlier years (travelling around the place) so this one gave me that sentimental feeling. Yeah maybe next year I will have the ‘bowl of sugar’ feeling like you did LOL.

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