John Lewis

Released 14.11.2018

The most anticipated ad of Christmas is about the power of a gift. How it can inspire, change and influence someone’s life. In this case, Elton John.

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Adorescore

72Joy
57Trust
42Interest
25Surprise
26Sadness
24Disgust
19Anger
17Fear

What's an Adorescore?

Emotional themes
driving response

Adorescores are based on eight emotional themes. These are measured by responses to the adverts on social media. The score reflects the overall sentiment the adverts generate.

Mixed reviews continue...
‘Won the Christmas ad war’
John Lewis budget ads

Mixed reviews continue...

Both lovers and haters take to social to review this years John Lewis Christmas ad, spreading an array of emotions including joy, admiration, loathing and sadness.

Let down by John Lewis Christmas advert this year! #Johnlewis

@jlandpartners Think the Elton John advert is 1 of the best adverts seen . Should be awarded. ABSOLUTELY BRILLIANT.

‘Won the Christmas ad war’

Interest and surprise is driven as discussion that John Lewis have won the Christmas ad war once again circulate.

For us, the @jlandpartners Christmas ad wins the favourite 2018 campaign. Such an inspirational story, portrayed through the power of a gift ✨

John Lewis budget ads

Many copy-cat budget ads are posted online, spreading joy, interest, surprise and admiration, often tagging John Lewis and Partners in their release to attract viewers attention.

RT @Ryanair: We made a John Lewis Christmas ad on a budget #AllTheFeels pic.twitter.com/93fURt4aRN

RT @johnlewis: You've been asking about the John Lewis advert, well here it is... @TwitterUK gave me a starring role in my very own Christmas #ad #NotARetailStore pic.twitter.com/In3b9uHDtm

Editor Notes

With an Adorescore of 55, John Lewis have just fallen short of 1st place. Despite a controversial backlash, the message behind the ad has been enough to win the nation’s hearts, spreading admiration, ecstasy and trust. In this final week, viewers and social media users have been enlightened by the ‘copy-cat budget ads’ that have been released by numerous people, including RyanAir and John Lewis himself, generating surprise and interest. With many of the public sharing their opinion on the ad, news articles and blog posts have been highlighting that the giant retailer has won the war. Well done John Lewis! We look forward to next year!

Please note: insights reflect reactions across social media and are not the opinion of Intermarketing Agency.

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