It’s November, which means that consumers will be bombarded with Christmas ads from now until the New Year. This can get very annoying, but there are some very touching and effective Holiday ads out there. This spot from John Lewis, a chain of upscale department stores, is one of the better ads you will see this holiday season.
Amazing. I love this commercial. It’s a bit cliché, but it works on so many levels. It appeals to a consumer’s emotions. Everybody remembers having a favorite stuffed animal when they were young. This boy and his penguin’s “story” reaches us and you will definitely have a smile on your face after watching the ad.
John Lewis has also created a series of stories and toys to go along with the story in this ad. At the end, you may have noticed the #MontyThePenguin. This will be the name of the penguin that will be used in books and toys to be sold in John Lewis sores this season. That is a brilliant strategy and it helps the brand as a whole.
But, there are so many holiday ads that don’t work as well as this John Lewis spot. A few years ago, Wal-Mart released an ad featuring a cat yodeling “Jingle Bells”.
What does this commercial accomplish? I understand that Wal-Mart is trying to be funny and memorable, but this is annoying. Wal-Mart and John Lewis are both department stores competing with each other. Based on ads alone, I would choose John Lewis every time.
QUESTIONS: Would a good holiday advertisement persuade you to alter your typical shopping locations/habits?
What makes a holiday commercial more effective? A touching story or a goofy one?
Sources: “John Lewis Christmas Advert 2014 – #MontyThePenguin.” YouTube. YouTube, n.d. Web. 06 Nov. 2014. .
“Walmart Yodeling Cat Advertisement.” YouTube. YouTube, n.d. Web. 06 Nov. 2014. .