In direct competition with M&S is John Lewis, a
department store that has been lauded for its creative and engaging Christmas
ads the past few years. While this piece doesn't feature any celebrity
endorsement, it still was a major investment, costing over seven million pounds
to create. John Lewis' agency, adam&eveDDB is particularly note worthy in
comparing the two rivals campaigns, as adam&eve was founded by ex-staff
members of M&S' agency RKCYR/YR, before being purchased by DDB. The animations in the campaign were
provided by a head illustrator from Disney's The Lion King.
The ad documents the story of a hare attempting to show his
hibernating bear friend the magic of Christmas, with Lily Allen providing a
folksy rendition of Keanes "Somewhere Only We Know" as the
soundtrack. It is John Lewis’ most integrated Christmas campaign yet,
encompassing an eBook and hardback book, Christmas card maker, social media,
in-store and windows, merchandise, digital outdoor projection and soundtrack
single.
The campaign has benefitted from a dramatic response on
social media. Compared to last year's Christmas ad which has over 3 million
Youtube views to date, this year's campaign has amassed 6 million views in the
first week of its release. It also boasts near 100,000 Twitter mentions during
the same period. Undoubtedly, the brand will consider this venture a complete
success.
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