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?
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.
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.
Source: City AM
Did it touch you in a way?