The value of emotion in marketing – JLP’s ADs really hit the mark

The value of emotion in marketing – JLP’s ADs really hit the mark


Call me an old Christmas softie if you like … or just a really biased ex-employee … but I absolutely LOVE the John Lewis Christmas Ads.  They’re just fabulous – and becoming a real tradition the likes of which I hope continue for many years to come.

The tangible benefits of these ads are often hard to measure – but just a glimpse at the Youtube views is a good start.  And they’re up.  A long way up – in fact 2015 has already received half of the previous years tally – and its not even December yet.

I absolutely love #ManOnTheMoon.  For two reasons:

  1. It’s amazingly emotive – everyone’s journey is different, but in my case, whilst I watch memories of being a kid, home, family and love come through.  This AD touches parts of my emotions like nothing has for twelve months.
  2. And like all great communications – it’s wonderfully simple and beautifully exaggerated.  We marketers so often get our course ‘diverted’ by risk-averse business heads. Many organisations would have balked at this AD: “well that’s just not true – we cant deliver a present to the moon, can we?

2015 – #ManOnTheMoon 

2014 – #MontyThePenguin

2013 – The Bear & The Hare

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