"A heartwarming Disney film about a little girl whose doodle comes to life after Santa mistakes her drawing for a Christmas wish is the most emotionally engaging ad of the festive season. That's according to new analysis from DAIVID, which used its AI-powered creative testing platform to identify the Yuletide campaigns that sparked the most intense positive emotions among viewers."
""Best Christmas Ever", directed by Academy Award winner Taika Waititi, finished top of DAIVID's festive rankings after generating an intense positive emotional response from nearly six in 10 viewers (58.2%) - the highest of any Xmas ad this year. The ad finished top after generating more than twice the intense feelings of adoration (+169%), nostalgia (+149%), warmth (+125%) and joy (+115%) than the average ad."
""The festive period is a special time of year - a season of feelings when we are more likely to think with our hearts than our heads. For brands, this means there's no greater opportunity to make an emotional connection with their audiences, as long as they create the right content. Disney does just that with a beautiful story that proves the holidays are all about heart.""
A Disney Christmas film about a little girl whose doodle comes to life topped DAIVID's festive rankings for emotional engagement. "Best Christmas Ever", directed by Taika Waititi, generated intense positive emotional responses in 58.2% of viewers, the highest this season. The ad produced more than double the average levels of adoration (+169%), nostalgia (+149%), warmth (+125%) and joy (+115%). Waitrose's "The Perfect Gift" and John Lewis's "Where Love Lives" placed second and third, respectively. Lego and Tesco completed the top five. Gap, Walmart and Barbour featured in the top ten, while Asda (11th), Aldi (13th), Sainsbury's and M&S Food (joint 14th) narrowly missed out.
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