“We’re weeping!” said The Mail,
“ It's time to get hankies at the ready” said The Mirror
“Whether you love it or hate it, the new John Lewis Christmas advert has caused quite the stir” said The Sun.
Britain’s favourite high street giant John Lewis has created a monster of a Christmas weepie. The long-awaited ad, which for many now heralds the start of Christmas each year has been trickled out to the masses over the last few weeks with various leaks to the press and social media including a special twitter account which appeared earlier this week @UnderTheBed2017 showing a tiny clip of the monster we now know as Moz.
Some are weeping at the story, some are discussing the soundtrack and some think its not festive enough, but they are all talking, up and down the country and John Lewis has very successfully once again put its name at the front of our minds for this important time of the year when the battle for where we spend our festive pounds intensifies.
Having made its debut online today the advert will premiere around 9.30pm this evening on Chanel 4 and the Sky channels. This advert like its predecessors will have cost around £7million around £1M of that will be the filming element and the remaining £6m to cover marketing and advertising both in store and on TV but the fact they are doing it year on year proves they believe it contributes to their bottom line and is worth the spend.
John Lewis teamed up with director Michel Gondry who has made adverts for the like of Coca Cola and BMW as well as being the director and writer of Eternal Sunshine of the Spotless Mind. Elbow provides the music playing The Beatles Golden Slumbers. So they haven’t just chosen any old video company and director to create this very polished piece.
As business owners we all know that video is taking over the world and businesses that use video as part of their marketing strategy claim it’s the videos that lead to an increase in impression share and sales. Just look how every social media site is adding more and more video-centric features.
We may not all have John Lewis sized budgets and we don’t need to have, but as well as enjoying the Moz experience this evening on television, take a moment to consider how our increasing hunger for the visual narrative and how our engagement with a brand through story telling works across all types of businesses and ensure that you are not missing higher sales this Christmas through a lack of good video content on your website.