Latest John Lewis and Elton John Christmas Campaign: Feeling the Blues! It’s that time of year again when the John Lewis advert comes out and creates a huge talking point around Christmas, which is precisely why we decided to delve into the success of this year’s release. We looked into the public perception of the highly talked about John Lewis’ latest Christmas advert using our highly regarded AdProbe approach to advertising evaluation. As readers will know, John Lewis became a cultural zeitgeist with their Christmas advertising in recent years, as well as being the benchmark for most Christmas advertisers; it always produces a catalyst of debate regarding its success. The Plot This year’s advertising created a huge talking point, with musical icon Elton John in a starring role. We are taken through his life in reverse, with fleeting memories of sold-out tours back to his childhood when he received his first piano. In addition to the AdProbe study, we have also put the advertising through iVision (Vision One’s state-of-the-art Eye-Tracking service). The Findings Whilst John Lewis often achieves some of the best results over Christmas, the latest offering is a little disappointing, achieving little above average ratings and so was only awarded…
