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They nailed it once again. But this time in a different way.
The John Lewis Christmas advert has become as important a moment in the build-up to the season as the first time we hear the Coca-Cola “Holidays are Coming” jingle.
In previous years we’ve seen cuddly characters, like Monty the Penguin or Moz the Monster,- who inevitably end up available to buy instore – or examples of heartfelt gifting, like the little girl that sends presents to the man on the moon. Every year, it touches your heart, but this year, the advert really captured what the nation wants and needs to see this Christmas.
Because for many, Christmas just won’t be the same this year. Earlier this autumn, we surveyed British consumers to understand how the cost-of-living crisis would impact their celebrations. The majority of them are concerned about how much they’ll be spending and are taking steps to economise where they can. But the most staggering findings were that one-third (30%) won’t be able to afford to visit friends and/or family as a result of the economic situation, with a further 43% fearing they will not be able to enjoy Christmas as much this year as they’ll be too concerned over costs.
So, it came as little surprise to us that one-third of Brits said they didn’t want to see lavish Christmas adverts this year. The massive piles of glistening presents, or a table barely able stand under the masses of food it holds. Because that’s just not what Christmas is going to mean to them this year.
And that’s why John Lewis’ advert is such a masterpiece. It’s not about how it’s filmed, how the narrative unfolds, or really even the story itself – however, we must say it is truly brilliant to bring awareness to foster care here in the UK. It is a masterpiece because John Lewis has clearly listened to the mood of the nation. And they have acted in a way that shows they understand.
They understand Christmas will be different this year for many. They understand the stress that another decadent advert might trigger. And through this understanding they’ve found a way to unite the nation with a sense of compassion that many of us are feeling towards those who may be worse off in this difficult climate.
And this is the lesson for marketers. The need to listen to your customers, understand how they are currently feeling, and communicate to them in a way that shows you are listening.
This is how great relationships with brands are made. And it is how brands can ensure they maintain those great relationships at a time when spending becomes an increasing concern for many consumers.
