Friday, November 7, 2014

John Lewis Christmas advert leads the way - Creative Excellence Fridays

For several years now, British retailer John Lewis has produced a memorable Christmas commercial intended for sharing.  The retailer realized, as Macy's did decades ago, that plucking the heart strings of emotion is a brand worthy endeavour.  And it's also good for business. So this year they went all out and combined a digital penguin with live action of an adorable little boy. It reminds me of my all time favourite comic strip.


 As of this morning (Nov 7, 2014) the ad had racked up 4.3 million views. If the Tom Odell sung song has a familiar Double Fantasy feel to it, it's because it was written by John Lennon. And the Calvin & Hobbes'eque reveal at the end is priceless. John Lewis has become an industry leader in creating an event around the release of a holiday commercial. Not only do they produce an exceptional piece of creative every year, they build a PR behemoth around it with all the hype, the publicized talent competitions leading up to the final music.  Here is the promotional talent video from last year's very well received commercial, "The Bear".

John Lewis has definitely figured out how to make social sharing create maximum buzz.   This would no doubt contribute to the rocket like hits that appeared as soon as it was uploaded two days ago. For the full story about the history of the John Lewis Christmas event read this article about Lowe London, the agency behind it. It's a model all retailers should follow, and many already are. And as the Brits say, "Have at it."

With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer/voice performer, producer and media strategist producing advertising and entertainment content.

Ontrackblog is a division of OntrackCommunications Inc.

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