For a recent Creators Club event, I had to research the best Christmas ads of all time. Well, after crying by myself on my couch watching these, I felt more people need to know who John Lewis is and why their ads are SO good!
According to Chip and Dan Heath in Made to Stick….
when an ad touches on at least 2 or more of the SUCCES principles it has a much better chance of being successful. The principles being: Simple, Unexpected, Concrete, Credible, Emotional, and Stories.
A memorable ad is something that is very difficult in our media-saturated diets. The TikTok generation has raised the bar for what is acceptable content. There’s also a much larger audience now, a video can easily be seen millions of times and that’s not out of the ordinary.
Enter the Christmas season and the most emotional videos on the Internet! Yes I’m not afraid to admit most of these had me in tears. What can I say, I’m an emotional person! This could also be why these ads perform so well, they’re emotional. One of the six principles of sticky ideas. Most have an unexpected element to them and each one is it’s own little story. When you pair an unexpected, emotional, story, as an ad, you’re bound to settle on some gold eventually.
These videos all hit on Chip and Dan Health’s SUCCES principles.
The Beginner by John Lewis & Partners
Unexpected Guest by John Lewis & Partners
Edgar the Dragon by John Lewis & Partners
Moz the Monster by John Lewis & Partners
Man on the Moon by John Lewis & Partners
Open Your Heart by Apple
Christmas in 1914 by Sainsbury’s
English for Beginners by Allegro
Real-time Giving: WestJet Christmas Miracle
The Miracle Ham: ALDI Australia
Tags:, , , , , , , , , , ,