Department store John Lewis’ Christmas advertising campaign has topped a poll for consumer’s favourite festive ad, according to a survey released today.
Analyst firm Conlumino interviewed over 2,000 consumers and found that 28.3 per cent of shoppers said that the retailer’s ‘Snowman’s Journey’ was their favourite advert of the season.
In recent years, the retailer has become renowned for its focus on marketing drives, particularly its Yuletide offerings with last year’s Christmas ad featuring a cover of The Smiths’ ‘Please Please Let Me Get What I Want’ after the success of Ellie Goulding’s version of Elton John’s ‘Your Song’ in 2010.
Music plays a crucial role in the success of adverts it seems as Marks and Spencer’s (M&S’) song selections and upbeat approach were praised by viewers while Iceland, which came fourth, uses the soundtrack to 1971 movie ‘Willy Wonka and the Chocolate Factory’ which helped it creep up the chart.
While Argos’ ‘Aliens at Christmas’ offering came third in the list due to its ‘unconventional’ appeal, sticking with the traditional themes and messages around Christmas was key to John Lewis’ success, according to Conlumino’s Senior Consultant Joseph Robinson.
He explained: “In addition to its strong emotional pull, the John Lewis advert has real resonance: at a time of austerity a lot of people are focusing on the real meaning of Christmas, which means things like love, family, and finding meaningful gifts are all messages consumers buy into.”
Top Ten Favourite Christmas ads of 2012
- John Lewis 28.3%
- M&S 17.1%
- Argos 11.2%
- Iceland 8.2%
- Asda 5.7%
- Tesco 5.2%
- Waitrose 4.4%
- Boots 3.1%
- Sainsbury’s 3.0%
- Morrisons 2.7%