"The ad generated intense positive emotions from almost six out of 10 viewers (55.8%), making it 15% more likely to generate positive emotions than the average ad - and the most emotionally engaging John Lewis Xmas ad since 2016's "Buster The Boxer". The campaign was also twice as likely to make viewers feel intense warmth (+124%), gratitude (+106%) and joy (+100%). Feelings of nostalgia were also 34% above the norm."
"The story of the touching connection between a father and son is beautifully told and incredibly relatable, weaving in a strong product message that shows how a simple, meaningful gift can help a son connect with his dad and express love without words. Plus, by tapping into nostalgia and pairing it with a powerfully emotive soundtrack, John Lewis has taken a floor filler and turned it into a classic."
John Lewis released 'Where Love Lives', a Saatchi & Saatchi–created Christmas ad portraying a father-son connection and featuring the 1990s club classic 'Where Love Lives'. The ad centers on a son gifting his father a vinyl record, prompting nostalgic memories. DAIVID's AI analysis measured emotional responses and recorded intense positive reactions from 55.8% of viewers, a 15% uplift versus the average, making it the most emotionally engaging John Lewis Christmas ad since 2016's 'Buster The Boxer'. The campaign markedly increased warmth (+124%), gratitude (+106%), joy (+100%) and nostalgia (+34%). DAIVID compiled the study using its advanced, AI-powered creative testing platform.
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