John Lewis launched its much anticipated new Christmas campaign last week. It’s funny how people are looking forward to seeing John Lewis ads every year because they know that they will get excited. Every single year, there are expectations from the brand to deliver a mind blowing campaign, to inspire and move people and to make an impact. In the marketing world we all want to make an impact. When your campaign is watched by millions of people because they actually want to see it and not because of a pop up ad on a website where you force the user to see the ad, you know you are on the right path.
The campaign investment is £7million and it was created by Adam&Eve DDB. It starts by showing a family dog ‘Buster the Boxer’ jealously looking out of the living room window as he watches foxes, a badger, a squirrel and a hedge dog jumping on a trampoline. You can watch the ad above.
John Lewis’s customer director Craig Inglis said in his interview with Marketing Week: “You could say 2016 has certainly been quite a year, so we hope our advert will make people smile. It really embraces a sense of fun and magic, reminding everyone what it feels to give the perfect gift at Christmas.” For me it’s beyond just an ad, it’s a brand that wants to make an impact. Every single year they make an impact, last year it was Man on the Moon and the year before that was Monty the Penguin which all definitely made an impact. Craig said it best: “We hope our advert will make people smile’.
Something that I have noticed is that people share with their friends this ad, they search for the ad on Google, Facebook, Instagram, YouTube and Twitter and they even have conversations about the ad when they go out. When something touches our hearts we share those emotions with our friends and people that we care about. They shared it because they loved it and they actually ‘care’, they don’t share it because there is a prize to be won.
For the first time John Lewis is working with Snapchat on a custom filter that turns users into Buster the Boxer, with all media planning and buying handled by Manning Gottlied OMD. Like I always say, innovation matters. Why would you want to invest in Snapchat? why would you want to invest £7 million in a campaign that inspires? Isn’t it better to create an ad about your products and special offers and just sell? Well if you are thinking short term yes, when you are thinking long term no.
John Lewis was founded in 1864 and their turn over is 4.06 billion GBP (2013). This brand definitely thinks long term. When you are thinking and operating long term your actions speak louder than words.We all can learn from John Lewis. On that note, John Lewis Christmas ads remain the most profitable ROI and it will be hoping the ‘Buster the Dog’ campaign can reverse a recent decline of £56,9m for the six months leading up to 30 July.
P.S You don’t need John Lewis budget to create an amazing story. You can watch my video on storytelling on YouTube.