The holiday season is upon us and with it comes the much-anticipated launch of the John Lewis Christmas ad. This year’s tear-jerker features a heartwarming story of a father and son who are brought back together by the magic of Christmas and a thoughtful gift. But why do we get so excited for these adverts? And why do some, like Coca-Cola’s latest AI-generated ad, leave us feeling disappointed?
According to Dr. Annmarie Hanlon, a senior lecturer in Digital and Social Media Marketing at Cranfield’s School of Management, part of the appeal of Christmas ads is the sense of ritual. Just like picking out a Christmas tree, watching these ads has become a tradition that is deeply ingrained in the holiday season. However, the yearly wait for certain brands’ ad drops is a relatively new phenomenon, with John Lewis only starting their now-famous ads in 2007.
But what sets these ads apart from others? According to Dr. Hanlon, everything changed when brands started incorporating storytelling into their ads. Take the first John Lewis ad in 2007, which was created by the same person behind The Greatest Showman and featured people creating the image of a woman and her dog with their shadows. This approach allows viewers to connect with the ad on a deeper level and creates a lasting impact.
Professor Jeanette Littlemore, from the Department of English Language and Linguistics at the University of Birmingham, believes that a more subtle and less direct approach is key to creating a successful Christmas ad. It’s not just about pushing specific products, but rather creating a relatable and emotional story that resonates with viewers. People don’t like to be told what to think, and this approach can come across as patronizing and boring. Instead, by leaving some gaps for the viewer to fill in themselves, the ad becomes more engaging and memorable.
Another crucial element of a successful Christmas ad is a sense of universality. By using mascots or broad themes like parenthood, brands can create a connection with a wider audience. This is evident in John Lewis’ previous ads featuring characters like Snapper the venus flytrap, Edgar the dragon, and Moz the monster. These characters are relatable and evoke a sense of nostalgia, making them a hit with viewers.
But why do some Christmas ads receive backlash? This year’s John Lewis ad has been met with a positive response, with viewers praising its simplicity and emotional impact. However, Coca-Cola’s latest AI-generated ad has faced significant backlash, with some calling it “slop” and “horrendous.” The head of generative AI at Coca-Cola defended the ad, stating that consumer engagement was high with last year’s AI-generated ad. However, not everyone in the industry was pleased, and the brand acknowledges that they need to keep pushing the envelope.
Dr. Hanlon believes that Christmas ads should reflect the mood of the times, but sometimes they can miss the mark. For example, in 2016, John Lewis’ Buster the Boxer ad received criticism for being a Trump allegory or a reference to Brexit. This was not the uplifting message that many needed after a challenging year. Similarly, Dr. Hanlon was not a fan of John Lewis’ 2020 ad, feeling that it was out of touch with the current reality of wearing masks in public.
As the use of AI in advertising continues to grow, there are concerns about its impact on the industry and job losses. Coca-Cola’s latest ad seems to have missed the mark, with many feeling that it is out of touch with the current climate. As consumers become more aware of the use of AI in advertising, brands need to be mindful of how it is perceived and ensure that it aligns with their values and messaging.
In conclusion, Christmas ads have become an integral part of the holiday season, with viewers eagerly anticipating the latest offerings from their favorite brands. The success of these ads lies in their ability to tell a compelling story, evoke emotions, and create a sense of universality. However, as the use of AI in advertising continues to evolve, brands must be mindful of their messaging and ensure that it resonates with their audience. After all, the holiday season is a time for joy and connection, and Christmas ads should reflect that.
