What makes a festive advertising campaign truly successful? This is what Ben Sillitoe from RetailWeek has researched.
What we can say is that a great ad should always make people feel something and this year, UK’s biggest retailers have touched several themes: friendship, trust, hope and also the new COVID-19 life.
Interestingly, many retailers have changed their usual approach to festive ads. For instance, John Lewis did not include a character to be then transformed into a purchasable “mascot”. Our founder explains, ‘in the past John Lewis took advantage of the concept of anthropomorphism (the attribution of human characteristics or behaviour to a god, animal or object) as it can have a positive impact and create strong connections’. Anthropomorphism could have been a powerful tactic this year above all after the increased levels of loneliness and isolation emerged due to the pandemic. According to our founder, however, ‘John Lewis ad could still be successful as it focuses on “how to build trust”. It still triggers powerful emotions’.
If you want to read the full article, know our founder opinion and have a look at the new 2021 festive ads of the UK’s biggest retailers you can do it here
