X-mas Advertising: John Lewis, M&S and Debenhams Christmas Ad Campaigns Compared

Arthur Weiss Case Studies, Marketing Principles, Other 2 Comments

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Good advertising should make you feel good inside so that it creates desire for the product or brand. Especially at this time of year, stores try to capture minds so people can buy their gifts at the advertiser’s shop. It’s all about AIDA – building an Awareness of the brand; then stimulating an Interest in it; followed by creating a Desire to Act and make a purchase.

The Daily Mash is a satirical UK news website which publishes spoof articles. It’s a UK equivalent to The Onion website in the US that has carried some world-class spoofs, believed and republished by the regimes in Iran and China with a spoof about Kim Jong Un of North Korea.

A few days ago I read an article in the Daily Mash about the Debenhams Department Store‘s new Christmas Ad campaign, describing the campaign as demonic (Satan Quits over Debenhams Christmas Advert).

Image from Debenham’s Xmas Ad, as shown in Daily Mash article

The accompanying image of a child in a red hood reminded me of Red Riding Hood. I was curious – and so watched the ad.

The ad features a group of children let loose in Debenhams after closing time – there’s the odd cleaner still around. The children seem to have full rein to go wherever they want, try on whatever they want (whether it fits or not), snatching, taking, and making a mess. I found it totally materialistic and symptomatic of a “me, me, me” attitude.

I saw the kids in the ad as spoiled brats. The only redeeming feature is that it did show the quality and range of goods available (although mostly for adults rather than children’s toys).

[youtube=http://www.youtube.com/watch?v=Ljo9OEkmzEQ] John Lewis – another UK Department Store has a reputation for producing really thoughtful and moving ads at Christmas. I wondered what they had produced for 2014. This was the opposite to the Debenhams ad. It showed a child, in love with a pet penguin – and how the two played together and had fun together. Except the penguin was lonely, despite his friendship with the boy. This ad captures the seasonal mood – as it’s all about sharing, friendship, love and giving – and like the 2013 ad, brings a tear to the eye.

http://www.youtube.com/watch?v=iccscUFY860

(John Lewis’s page launching the ad also has extras to download on the theme of #MontyThePenguin. There is also a Daily Mash spoof on this – which I’m not linking too as I found it in poor taste, mentioning avian rights and trafficking!)

I’m curious to know which brings in the shoppers. My bets are on John Lewis.

(Last year’s John Lewis X-mas ad was a classic – and much praised. It is worth watching, just for how it manages to create a real appreciation of the brand. I suspect this year’s – although not as emotive – may prove to be better for sales figures as I think it finishes with a stronger call for action i.e. purchase).

http://www.youtube.com/watch?v=XqWig2WARb0

I also looked at the M&S Christmas ad #FollowTheFairies. It doesn’t have quite the same magic and sparkle of either the Debenhams ad or the John Lewis one despite its theme – two fairies, delivering magic & sparkle (i.e. M&S) across town (in scenes reminiscent of Peter Pan). There was no sense of wonder – which both the Debenhams and John Lewis adverts managed to invoke. Nevertheless, I much prefer it to the Debenhams ad for the same reason that I like the John Lewis one: the emphasis is on giving and creating happiness. Isn’t that what the spirit of Christmas is supposed to be all about?

[youtube=http://www.youtube.com/watch?v=uhuadZHqwwA]

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