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Day 191: John Lewis Ad - Christmas

It is the season of Christmas and television advertisements are filled with ads that resonate the emotions of this beautiful holiday. Every channel (especially Hallmark) runs non-stop Christmas movies with a countdown to Christmas (btw, I am a sucker for such movies ;)). Whether you celebrate Christmas or you don't, you believe in Santa having the naughty or nice list, or not, the familiarity to these 'Christmas-y' emotions is the same. Yes, the way one reacts to that depends on that individual's personality. However, the ads that reach you is just a daily reminder of the festival and its magical charm. In that same context it makes me notice the beautiful and emotionally strong ads that the advertisers try to connect to the consumers. One of the best ads (which I got to see because of social media and the internet) is by the UK retailer - John Lewis. I'm not sure if I have written about their Christmas ads earlier. They bring out very emotional and wonderful ads and in fact they are equivalent to the Super Bowl ads of the US.

In the recent times advertisers have started focusing on story telling. That is the core concept of John Lewis ads. Even if they say that ads are an exaggeration of the reality in everyday life, this specific ad (2015 John Lewis Ad) is much more. It is completely 'unscientific' and surely impossible.

The advertiser's goal here is not to make it a 'possible' version of truth, instead it focuses on the emotional side and meaning of Christmas and gifting. It touches the essence of what Christmas is all about. It tries to connect to the brand (here, the retailer) by showing gifting. Even if the man on the moon cannot be viewed by a telescope here and cannot be shipped a gift (the way it is shown), the various elements of the ad makes it an amazing watch. It just is a tear jerker. Well, that is the power of narration and communication.

Watch it here if you haven't.

Video Courtesy: John Lewis  YouTube - Man On the Moon.

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