John Lewis And The Dragon: Watch Why Edgar Has Good Reason To Be Excited

First Joint effort from Waitrose and John Lewis breathes new life (and fire) into Christmas canon

Meet ‘Excitable Edgar’. The cute dragon is the star of the new John Lewis Christmas ad, released earlier this morning, and he’s certainly got a lot to be excited about. 

First up, Edgar co-stars with his friend Ava in the UK retailer’s first-ever joint festive effort with Waitrose.

The new ad, Adam & Eve/DDB’s 11th ad for John Lewis, also seems like a return to form for the retailer following last year’s ad, “The Boy and the Piano”

The 2018 campaign, starring Elton John, certainly divided opinion and was seen as a break from the tried-and-trusted Xmas formula, recently finishing second-bottom in Unruly’s ranking of the UK retailer’s most emotionally-engaging festive commercials of all time

This year’s ad, a 2.30-minute creative set to the toe-tapping ‘Can’t Fight This Feeling’ by REO Speedwagon and re-recorded by Dan Smith from the band Bastille, tells the heartwarming story of a little girl and her friendship with an excitable young dragon. 

But as Ava and her family get ready for Christmas, Edgar’s fire-breathing excitement gets the pair into a lot of trouble. Ice rinks are reduced to frigid lakes, snowmen puddles and the village Christmas tree a smouldering heap. Worried he’ll ruin Christmas for the family, Edgar hides away. But Ava has one last surprise for her fiery friend. 

Catchy song, adorable protagonist and a nice pay-off at the end – the ad certainly packs an emotional punch, breathing new life (and fire) into John Lewis’ Christmas canon.

But how will it compare with other ads from the retailer? Stay tuned for our emotional analysis of the ad, and discover how it ranks emotionally against John Lewis ads of the past.

They kept us waiting for what seemed like forever but the John Lewis & Partners’ Christmas ad is finally here!

The UK department store released their Christmas ad entitled Elton John Lewis this morning (Thursday 15). The UK chain kept the public waiting for longer than usual and changed a number of their storefront names from John Lewis to John in the lead up which built up the excitement even more.

This morning their ad was released to the world with mixed opinions. This year’s ad feels very different to anything they’ve done before. Years gone by have featured woodland creatures, penguins, and monsters, often with playful and youthful tones. This year was a step away from that, with the brand using the life of global pop star Elton John to tell their Christmas story.

The chain changed their name to John Lewis & Partners earlier this year so perhaps Elton John Lewis is a statement to the world that they are moving in a new direction, or maybe they just fancied a shake up of the traditional model they have stuck to for so long.

An emotional perspective

Our UnrulyEQ Insights team have given us their first impressions of the Elton John Lewis ad and what emotions they believe it evokes. They have also looked at how it compares on an emotional level to John Lewis & Partners Christmas ads from the past three years.

A clear trend across the past three years has been that of aiming for the relatable and the magic of Christmas; ‘Man On The Moon’ focused on loneliness around Christmas, ‘Buster The Boxer’ on the sheer joy of Christmas and ‘Moz The Monster’ on the experience of monsters under the bed, whilst bringing a loving Christmas attitude to the story.

Elton John Lewis on the other hand offers a complete change in focus and goes down the route of watching the life of a pop legend in rewind. The ad ends with him as a child getting his first piano for Christmas. It offers a clear depiction of the effect a gift can have on someone’s life. Receiving a piano  set the course of Elton John’s life and career, which turned out to be life-changing.

How does it compare?

Previous years’ focus on relatability has proved to drive a strong emotional response amongst viewers; tugging at the heartstrings by portraying the magic of Christmas through the innocent eyes of children. In contrast, even though Elton John Lewis is likely to be less applicable to the greater population, it is likely to drive strong pride evoked from depicting a national treasure such as Elton John. This is likely to be coupled with warmth from depicting not only Elton John’s extraordinary career, but also that he was once just a boy receiving a gift at Christmas.

John Lewis ad comparison

Even though many will find Elton John’s story emotional, there is likely to be a proportion of viewers who question the ad’s emphasis on Christmas. Furthermore, with the film ‘Rocket Man’ being released in the spring, which tells the story of Elton John’s life, some might query the promotional aspects of this ad.

Ultimately, with much anticipation, we are awaiting the true effects of Elton John Lewis which marks a new style of Christmas ad from the brand. We are expecting a strong but potentially polarising emotional response from the British people.

Check out our insights on some of the most popular Christmas ads from the past few years.

Find out more about our UnrulyEQ offering.

In the past a sudden fall in the temperature, a flutter of snow, or the sound of jingle bells would indicate that Christmas was on it’s way. These days it’s marked by the Christmas ads that begin to appear around the beginning of November.

Our UnrulyEQ team have been hard at work trying to decipher which emotions make Christmas ads so moving and memorable. If you think back to Christmas ads gone by I’m sure a whole host of images and emotions pop into your head, from the Coca Cola truck and a man in the moon, to a clumsy cat and a dancing carrot.

The team have looked at some of the most popular festive ads from the past three years to find out what emotions they evoked, and what issues they sought to address.

The overall emotional profile of Christmas

Graph showing overall emotions of Christmas ads

Overall, from our analysis of ads from 2015, 2016 and 2017, we can see that Christmas ads have a clear trend of evoking strong happiness and warmth, followed by inspiration and nostalgia.

It’s no surprise that companies have decided to evoke these emotions from their ads, as for most, of us they come hand in hand with this time of year! We experience feelings of happiness and warmth when thinking about spending time with loved ones. We also experience nostalgia when we think back to what makes Christmas special to us. Normally this is a something we do every year like watching our favourite festive film, coming together to cook a Christmas meal, or playing that board game that only materialises on Christmas day and then disappears for the rest of the year!

The emotional profile of 2015 falls neatly in line with this trend that Christmas ads follow, evoking strong emotions of happiness and warmth, followed by good inspiration, nostalgia, amazement, pride and sadness. This was the year of John Lewis’ famous ‘Man On The Moon’ ad, and the year that Sainsburys brought the children’s book character Mog the cat to life.

The following year saw the strongest emotional response, outperforming across the main Christmas related emotions. This year also saw ads evoke stronger feelings of pride, sadness and hilarity than other years. Think John Lewis’ ‘Buster The Boxer’, M&S’s Mrs Claus, and Heathrow Airport’s ‘Coming Home’ ads.

Last year had a similar emotional profile to 2015, although evoked slightly lower sadness and inspiration but higher hilarity. This year saw McDonald’s launch their ‘Carrot Stick’ campaign, and BBC One created an animated ad bringing a girl and her father together over a Christmas performance.

Top 5 most emotional ads of Christmas

Strongest emotions in the top 5 Christmas ads

The most emotional Christmas ads by year

The common thread running through these three ads is that of familiarity. All of them offer a concept that is familiar to the viewers which results in a low likelihood for confusion and allows for an amplified emotional effect amongst viewers.

Another noticeable theme across these top Christmas ads is that of togetherness and inclusion. All three ads managed to capture the spirit of Christmas in different ways.

Looking at intense emotional response in 3 Christmas ads

  • ‘Man On The Moon’ focused on loneliness around Christmas and the importance of making everyone feel like they matter, regardless of age.
  • ‘Buster The Boxer’ offers a stronger focus on inclusion, which is a common interest which can unite even the most natural enemies.
  • ‘Supporting Act’ showcases the act of being present for one another when it really matters.

Both ‘Man On The Moon’ and ‘Supporting Act’ shed light on important topics of today and put a new spin on the traditional Christmas theme of happiness and warmth. On the other hand, ‘Buster The Boxer’ played on the genuine and childlike happiness that Christmas evokes in many of us, while adding a humorous twist.

The strongest emotions in the top 5

Looking at the top ads from 2015, 2016 and 2017, warmth and happiness were the top two emotions that were evoked. However we were surprised to find that the third strongest emotion was different for each ad.

Breaking down emotions in the 3 top Christmas ads

In EDEKA’s ‘Heimkommen’ ad there was a strong focus on loneliness which evoked considerable sadness amongst viewers. The ad saw a strong emotional response with some polarising views due to the portrayal of loneliness showing the faking his death to bring his relatives together.

John Lewis’ ‘Buster The Boxer’ ad evoked considerable amazement, this was likely due to the highly relatable concept of the simple joy of a trampoline. Viewers were likely further amazed by how well the ad captured the genuine happiness expressed by not only the dog but all the animals playing on the trampoline. This original concept resulted in viewers being surprised by the ad, which likely fuelled the noticeable amazement.

During Barbour’s ‘Snowman’ ad viewers felt highly nostalgic. This was likely due to basing the ad on the famous animation from the 1980s and its sequel from 2012; this allowed for capturing a wider audience that would relate with the concept. The ad further offered a strong nostalgic link due to using the same style of animation as the story it is building on.

Key Takeaways
  • The top 5 most emotional Christmas ads by year shows that the emotional profile of Christmas is strongly led by happiness and warmth
  • The most emotional ad by year showed a common thread of familiarity with a noticeable theme of togetherness and inclusion whilst each offering their individual spin on the theme and hence standing out against the crowd
  • These ads have also shown that addressing important and timely issues or playing on the pure and innocent happiness of Christmas works to evoke an intense emotional response
  • The third strongest emotion by year was the evident differentiator between 2015, 2016 and 2017, offering strong sadness, amazement and nostalgia respectively
  • Aligning with a somewhat different emotional profile allowed brands to stand out by offering a different angle to portraying Christmas

To download the full Christmas Insights slide deck head here.

Find out how UnrulyEQ can help improve the success of your ads by understanding the emotional, behavioural and cultural characteristics that supercharge your campaign.

How do you launch the perfect Christmas campaign? What kind of festive content will resonate the strongest with your audience? When and how do you launch it?

Unruly has not only been delivering awesome Xmas campaigns since 2006, but has also analysed the most important content and distribution trends of the last decade. So we have all the data and insight you need to turn your campaign into a Christmas cracker. And we have put it all into a handy insight paper, which you can download here.

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This article originally appeared in Marketing magazine.

EDEKA: #heimkommen

Rating: 9/10

It’s still two weeks till Christmas, but already it looks like the annual race to be the number one festive ad is wrapped up for another year.

That’s right. Pack away the telescope, send the cat to its bed and tear up the lottery ticket – German supermarket EDEKA festive spot ‘#heimkommen’ has seemingly come out of nowhere to rack up over 2.3 million shares in just over a week and easily overtake John Lewis, Sainsbury’s and The Spanish Lottery in the battle for the top Xmas spot.

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