Alerts on UK Xmas Ads: Bouncing High

David Whitelam, Head of New Client Development at System1 Research, reflects on 2016’s UK Christmas adverts – highlighting John Lewis’ “Buster the Boxer” Christmas advert and what makes it a 4-Star performance.

John Lewis wanted to make people smile this year with an ad that embraces a sense of fun and magic. They’ve certainly managed to achieve that with the appropriate help of a trampoline and some animal assistance.

With a hallmark “classic cover” soundtrack, the advert creates plenty of joy and surprise from viewers as they see an assortment of airborne woodland creatures enjoying the new trampoline, as a wistful Buster watches on. The advert then ends on a real (and literal!) high with Buster’s final bout of gleeful bouncing.

Our testing showed that a strong majority of consumers are indeed left feeling happy, driven by a sense that the Magic of Christmas is captured, reminding everyone what it feels like to give the perfect gift. The cuteness of the animals is, unsurprisingly, not too far behind as a reason for happiness. There is dynamism too, not just on the trampoline, but emotionally, as viewers empathise with Buster’s mood.

On our 1-to 5-Star scale, the advert achieves a strong 4-Stars and, with the added bandwagon (more a bandjuggernaut) of publicity, social media buzz will help no end in making John Lewis even more mentally available to shoppers when present buying time arrives.

Well bounced, Buster!

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