The annual Christmas advert for iconic retailer John Lewis has smashed all previous records, with more than six million views via their YouTube channel over the first weekend alone. The advert has escalated to almost ‘cult’ status, highly anticipated and recognised by many as the kick-off to the festive season. Usually highly emotive and narrative in style, the adverts engage wholly on the emotive side to the Christmas season. Its feel good, emotionally-charged narrative and music over the past few years have led it to be a major seasonal event in the marketing calendar.
Launched firstly in 2007 this year is the retailer’s ninth edition, with increasing pressure to come up trumps and ‘wow’ audiences with an innovative yet engaging campaign for 2015. With a phenomenal £7million budget, even in the days after its launch a number of spoof ‘budget’ versions cropped up on the internet just add to the buzz surrounding the retailer’s latest marketing effort.
The ad is in support of charity Age UK and features the strapline “Show someone they are loved this Christmas”. This initial spike in interest at this point puts it way ahead of the 2014 “Monty and the Penguin” but still to reach the phenomenal 13 million views in the first 24 hours achieved by the 2013 version “The Bear & The Hare”.
Craig Inglis, Customer Director at John Lewis said: “Our Christmas advert is once again all about going the extra mile to give someone the perfect gift. This year though, the story is told in a uniquely creative and engaging way as we see Lily, our heroine, go to great lengths to connect with the Man on the Moon.
“We hope it inspires people to find really special gifts for their loved ones and through our partnership with Age UK, raises awareness of the issue of loneliness amongst older people and encourages others to support in any way they can.”
Boost the figure further and view #manonthemoon ad here.