Insights by Kantar’s Post

⏰ It’s the ad Britain has been waiting for… John Lewis & Partners    Accompanied by the 90’s classic by The Verve ‘Sonnet', we are taken on a sentimental story of sisterhood that takes us on a journey through pivotal moments in their relationship as she hunts for her inspiration through her memories—and John Lewis—to find the perfect gift.   Here’s what the viewers on LINK+ shared: ❤️ ‘It made it personal, Christmas isn’t always about getting the most expensive gift it’s about memories and this showed that a thoughtful gift is the best kind of gift' ⭐ ‘It was very clever! The production values looked very high too.’ 🪄 ‘Lots going on, but if you persevere you will find what your looking for'   The audience's response on LINK+ reflects the nature of the ad, ranking in the top 17% for evoking Sentimentality, and 'heartwarming' the word most intuitively associated with the ad. We can see through facial coding that the moments when she relives her sister going into labour and their reunion at the pub that most strongly trigger this reaction.   More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. Kantar Marketplace: insights at the speed of business for year-round success. #ChristmasAds #Advertising #KantarMarketplace #KantarChristmasAds Saatchi & Saatchi Charlotte Lock Rosie Hanley Franki Goodwin

⏰ It’s the ad Britain has been waiting for… John Lewis & Partners    Accompanied by the 90’s classic by The Verve ‘Sonnet', we are taken on a sentimental story of sisterhood that takes us on a journey through pivotal moments in their relationship as she hunts for her inspiration through her memories—and John Lewis—to find the perfect gift.   Here’s what the viewers on LINK+ shared: ❤️ ‘It made it personal, Christmas isn’t always about getting the most expensive gift it’s about memories and this showed that a thoughtful gift is the best kind of gift' ⭐ ‘It was very clever! The production values looked very high too.’ 🪄 ‘Lots going on, but if you persevere you will find what your looking for'   The audience's response on LINK+ reflects the nature of the ad, ranking in the top 17% for evoking Sentimentality, and 'heartwarming' the word most intuitively associated with the ad. We can see through facial coding that the moments when she relives her sister going into labour and their reunion at the pub that most strongly trigger this reaction.   More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. Kantar Marketplace: insights at the speed of business for year-round success. #ChristmasAds #Advertising #KantarMarketplace #KantarChristmasAds Saatchi & Saatchi Charlotte Lock Rosie Hanley Franki Goodwin

⏰ It’s the ad Britain has been waiting for… John Lewis & Partners    Accompanied by the 90’s classic by The Verve ‘Sonnet', we are taken on a sentimental story of sisterhood that takes us on a journey through pivotal moments in their relationship as she hunts for her inspiration through her memories—and John Lewis—to find the perfect gift.   Here’s what the viewers on LINK+ shared: ❤️ ‘It made it personal, Christmas isn’t always about getting the most expensive gift it’s about memories and this showed that a thoughtful gift is the best kind of gift' ⭐ ‘It was very clever! The production values looked very high too.’ 🪄 ‘Lots going on, but if you persevere you will find what your looking for'   The audience's response on LINK+ reflects the nature of the ad, ranking in the top 17% for evoking Sentimentality, and 'heartwarming' the word most intuitively associated with the ad. We can see through facial coding that the moments when she relives her sister going into labour and their reunion at the pub that most strongly trigger this reaction.   More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. Kantar Marketplace: insights at the speed of business for year-round success. #ChristmasAds #Advertising #KantarMarketplace #KantarChristmasAds Saatchi & Saatchi Charlotte Lock Rosie Hanley Franki Goodwin

⏰ It’s the ad Britain has been waiting for… John Lewis & Partners    Accompanied by the 90’s classic by The Verve ‘Sonnet', we are taken on a sentimental story of sisterhood that takes us on a journey through pivotal moments in their relationship as she hunts for her inspiration through her memories—and John Lewis—to find the perfect gift.   Here’s what the viewers on LINK+ shared: ❤️ ‘It made it personal, Christmas isn’t always about getting the most expensive gift it’s about memories and this showed that a thoughtful gift is the best kind of gift' ⭐ ‘It was very clever! The production values looked very high too.’ 🪄 ‘Lots going on, but if you persevere you will find what your looking for'   The audience's response on LINK+ reflects the nature of the ad, ranking in the top 17% for evoking Sentimentality, and 'heartwarming' the word most intuitively associated with the ad. We can see through facial coding that the moments when she relives her sister going into labour and their reunion at the pub that most strongly trigger this reaction.   More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. Kantar Marketplace: insights at the speed of business for year-round success. #ChristmasAds #Advertising #KantarMarketplace #KantarChristmasAds Saatchi & Saatchi Charlotte Lock Rosie Hanley Franki Goodwin

Storytelling is at the heart of great marketing, and the new John Lewis Christmas ad is a perfect example of this. 📖✨ The tale of two sisters brings to life themes of love, trauma, and connection - reminding us that marketing isn’t just about selling products, it’s about understanding our audience and creating genuine emotional bonds. 💕🤝 What stands out about this campaign is its authenticity and ambition. Despite facing budget constraints, the team managed to deliver something truly moving. 🎥👏 It shows that with resourcefulness and a deep understanding of your audience, you can create something remarkable. 💡💪 In today’s world, knowing your audience and connecting with them through powerful stories is what makes a campaign memorable. 🌟 This ad captures that perfectly. 🤍

It's here! Now - How do all good adverts connect with their audience? It's so simple, they relate. They don't focus on the product, they focus on the customer. That means the relate... By focusing on one thought, one key moment in time, in this case - Panic about finding the right present for your sister. The flashbacks, the memories, racking your brain to find the perfect gift told with great storytelling and stunning visuals that we have become accustomed within John Lewis adverts. We have all been there, looking for the "perfect gift" and thats exactly what this ad does. It relates to that moment in time. What are your thoughts?

I have to applaud John Lewis & Partners and Saatchi & Saatchi for this brilliant #christmasadvert. 👏🎄👏🎄👏 🎄 The 2024 John Lewis Christmas advert is a little different from their other Christmas adverts. 🎁 It's a heartfelt story that we can all relate to—struggling to find the perfect gift for that special someone who's nearly impossible to shop for. (I've been there, walking down Oxford Street on Christmas Eve, frantically looking for the perfect gifts for loved ones.) 🎁 But this year, they've combined it perfectly with the John Lewis brand and their shopping experience. The final words on the screen wrap it all up perfectly: "The secret to finding the perfect gift? Knowing where to look." (And no, I'm not sorry for the Christmas pun! 🎄 🎁 🎅 🤶 ) Some people may complain that it's not the 2-minute mini-movie they're used to seeing; it's advertising shopping in John Lewis and includes a retail store! Scandalous!!!! But for me, this is #marketing done really, really well! It's a testament to the power of a well-crafted marketing strategy and #storytelling. Marketing, and when I say this, I mean #greatmarketing, taps into the human senses, evoking emotions and memories that create emotional connections with consumers. And this advert does it brilliantly! And to top it all off, it's down-to-earth and feels genuinely human. 😊 But hey, this is just my opinion among many. #advertising #marketingstrategy #christmasadverts #christmas2024 #johnlewis #johnlewischrismasadvert John Lewis Partnership

The John Lewis & Partners Christmas ad never fails to get people talking, and this year, we wanted to know - did the story make sense to you on the first watch? Turns out, opinions were mixed, with 311 of you sharing your thoughts. Whether you got it straight away, needed a rewatch, Googled it, or are still scratching your head, one thing’s for sure - it’s sparked plenty of conversation. And that’s the real charm, isn’t it? By getting people to talk, share, and debate, the ad has kept itself at the centre of attention. Was the story’s slightly ambiguous nature a clever move to drive engagement, or was it just an unintentional quirk? Either way, it’s clearly worked. The more you watch it, the more you notice. In fact, it’s received the highest ad effectiveness score since 2019 - a testament to its ability to grab (and hold) our attention. Fan or not, there’s no denying its immediate engagement. Check out the full poll breakdown in our carousel - did your experience match the majority? Let us know your thoughts. #johnlewis #christmasadvert #advertising

Waitrose & Partners Part 2. After declaring it my favourite Christmas advert 🎅 , part 2 was finally released yesterday, revealing the mystery! This follows three weeks after the initial "Suspicion" advert. Here’s my perspective: Saatchi & Saatchi UK crafted a remarkable advertisement featuring a star-studded cast. Their innovative social media campaign stood out, with evidence boards at London stations and partners sporting "suspect" t-shirts. Interestingly, 18% of poll participants believed the cat was the culprit! The advert was delightful and genuinely centred on "all about the food," which I recognise as their primary marketing approach. Though clever and engaging, I expected a more intricate part 2. Nevertheless, the twist of making the cat the prime suspect adds an intriguing aspect to the story—such is the art of advertising. In summary, an excellent effort—take a look for yourself. #WaitroseChristmas #AdvertisingCampaign #CreativeMarketing #SaatchiAndSaatchi #ChristmasAdvert #MarketingStrategy #UKAdvertising #BrandCampaign #SocialMediaPoll

As a marketer, there's only a few things I look forward to each year.... and that's the roll out of Christmas campaigns. No doubt about it, brands across the globe knock their campaigns out of the park during this time of year. Within the UK specifically, from iconic ads that make us tear up (I’m looking at you, John Lewis & Partners) to those cheeky and witty ones that put a smile on our faces (hello, Aldi UK), Christmas campaigns are more than just marketing—they’re a celebration of storytelling and creativity. In lieu of John Lewis releasing their much-anticipated 2024 Christmas campaign a few days ago, it’s clear the brand is tapping into something incredibly relevant. The story highlights the importance of human connection and the challenge of navigating change—finding harmony between the old and the new. And that’s exactly why I look forward to these ads every year! They always manage to blend tradition with fresh ideas, striking that perfect balance that feels both nostalgic and forward-thinking. It’s a brilliant reminder of the power of storytelling in marketing. So with that being said, I clearly love this time of year too much but it consistently reminds me why I've always had a passion for marketing and advertising. 🎄