Assessing ad using 3B
John Lewis 2019 Christmas advert
https://www.johnlewis.com/content/christmas-advert
The John Lewis 2019 Christmas advert is an advertising campaign released by John Lewis and partners, a store chain. In 2019, the television advert incorporated Waitrose and partners. This advertising campaign started in 2007 and has, traditionally, marked the beginning of the Christmas festivities in the UK. Usually, the adverts attract widespread public attention and media coverage upon their release.
Is it on brief?
The ad communicates a single-minded proposition. It signals the beginning of Christmas, generating a sales boost for the companies involved. In 2019, the advertising agency used “Excitable Edgar”, a tale of an excitable dragon, to attract many customers. Primarily, this advert targets children because of the story of Edgar, who inadvertently sparks chaos while trying to fit in the village. The John Lewis Christmas advert is an annual cultural event, attracting widespread television coverage. The anticipation created before releasing the advert has, for years, generated sales boosts for John Lewis and Partners. Many companies have in the recent past tried to create similar adverts, but the 2019 John Lewis Christmas ad remains the most impactful marketing strategy.
The advert has a CTA, outlining the next steps the advertising agency wants its customers to take. The advert encourages customers to purchase shoes and clothing apparel sold in their stores in the United Kingdom, and its global outlets. The Call to Action (CTA) has for years, directly linked to increased sales within the organization. The store’s Key Performance Indicators have been used to measure how the organization is performing, revealing improved sales in the Christmas period following the advertisements. The John Lewis Christmas advert is, therefore, effective and has achieved the intended goals.
Is it on brand?
Yes. The advert has achieved the principal goal of marketing and branding the John Lewis and partners globally. The marketing campaign has helped create awareness about the store’s products to a global market. This strategy has expanded its marketing, generating significant revenues and profits for subsequent years now. Also, the ad has been an effective way for the store to communicate and inform the market about their sales events. Since the 2019 John Lewis ad originates from the national agency, the local retail outlets enjoy increased sales during the festive period. The stores use this advertising campaign to show the benefits of their products as compared to other competing organizations. This aggressive marketing campaign ensures that customers overlook other products sold by similar companies. Finally, the advert has helped promote and convince existing customers to purchase shoes and related apparel for the stores they can trust, John Lewis and partners.
Will it Breakthrough?
Yes. The advert will breakthrough. The advertising agency used Edgar, an adorable dragon, to attract the attention of young people. This strategy is counteractive, inviting parents and older adults as well. The video is one-hundred and fifty seconds long, providing customers with adequate time to enjoy the ad while promoting the products and services they offer. The ad promotes a full range of the dragon’s merchandise including; cuddly toys, Edgar cupcakes, and gingerbread biscuits. Over the festive period, the stores witnessed increased sales because of the advertisements. The company hopes to record improved sales in future, making a breakthrough in this highly competitive market. I believe that this advertisement will change the fortunes of the John Lewis brand, increasing the global market for the organization.