Ian Forrester, CEO and founder at DAIVID, said: "The John Lewis Xmas ad is always going to attract a wide range of opinions, but our data certainly suggests that it's a worthy winner among this year's Christmas ads. The ad certainly packs an emotional punch, attracting twice the levels of warmth and joy as the average ad. I think the key to that is that it's rooted in a single story of two sisters, which adds emotional depth and makes it feel more sincere than the saccharine flavour of some of the other campaigns this year."
DAIVID's research revealed that John Lewis' 'The Gifting Hour' ad topped the Christmas ad chart with 55.5% of viewers reporting an intense positive response, particularly noting its emotionally engaging narrative centered around two sisters on a quest for the perfect gift.
The final installment in Saatchi & Saatchi's trilogy of ads for John Lewis, 'The Gifting Hour' is celebrated as the most emotionally engaging Christmas ad from the retailer in six years, marking a significant achievement in connecting with the audience.
DAIVID's platform not only highlighted John Lewis but also recognized the second spot for M&S Food's 'The Journey,' showcasing how various brands have crafted emotionally resonant narratives to captivate viewers during the festive season.
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