John Lewis wins Christmas ad of the year crown again

John Lewis Christmas

John Lewis has once again taken the top spot as YouTube’s Christmas advert of the year, beating runner-up Sainsbury’s by more than six million views.

The department store’s much-hyped advert, which stars Elton John, was YouTube’s Christmas ad of the year after it garnered more than 11.7 million views.

Sainsbury’s The Big Night advert, which enlisted the help of The Greatest Showman director Michael Gracey, came in at second with just 4.5 million views.

However, YouTube said its rankings (full list below) were not just determined on how many people have viewed the adverts.

Instead, it used an algorithm that factored in organic and paid views, watch time and audience retention.

This is why Argos’ The Christmas Fool advert was placed third, as its view count of 3.7 million is far less Iceland, whose controversial Rang-tan advert amassed 5.6 million views and was placed fourth.

Supermarkets dominate YouTube’s top 10 for 2018, while online retailers such as Amazon and Very also feature, as well as tech retailer Apple.

Meanwhile, Debenhams was bumped off the list, and Marks & Spencer plummeted from runner-up to eighth place year-on-year.

Rank Title Brand View count Link
1 #EltonJohnLewis 🎹 John Lewis 11,717,690
2 The Big Night Sainsbury’s 4,463,476
3 The Christmas Fool Argos 3,739,799
4 Say hello to Rang-tan. #NoPalmOilChristmas Iceland 5,604,042
5 Find the gift that helps them find their gift Very 3,643,632
6 Cadbury Secret Santa Cadbury 3,682,251
7 Kevin the Carrot and the Wicked Parsnip Aldi 2,997,851
8 Must-Haves M&S 1,257,234
9 Share Your Gifts Apple 1,097,892
10 Can You Feel It Amazon 1,121,841

The 2017 list:

Rank Title Brand Link
1 #MozTheMonster John Lewis
2 Paddington & The Christmas Visitor #LoveTheBear M&S
3 #everybitofChristmas Sainsbury’s
4 Get More Out of Giving Very
5 #ReadyForTakeOff Argos
6 Kevin The Carrot Aldi
7 #ChristmasTogether Waitrose
8 #YouShall Find Your Fairytale Christmas (pt II) Debenhams
9 #ShowThemYouKnowThem Boots
10 Sway Apple

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  1. Rubbish, has to be JL worst advert by far, bring back the trampoline, all this one is doing is telling Elton John story, total letdown.

  2. Honestly I think this years ad 2018
    Should be at the bottom of this list.
    There are so many ads (in my opinion)
    That have so much more meaning for this time of the year.


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