On Friday 6th November 2015, the high end retailer, John Lewis released their TV Christmas advertisement.
In 2014 the advert was a emotional story of Monty the penguin finding love at Christmas, with the slogan "Give someone the Christmas they've been dreaming of." Once this advert was released John Lewis saw record number of sales on a stuffed penguin.
Could this advertisement back in 2014 top 2015 ?
In my opinion yes... However, the main consumers will probably have the emotional attachment to this year's advertisement with the slogan "Show someone they've loved this Christmas."
Looking at this advertisement from a marketing perspective, Maslow's Hierarchy of Needs can be applied, for example it relates to Maslow's stage of 'Belongingness' and aims to give the consumer a warm feeling of love, family and friendship. It also falls into the category of 'safety' as both the man and the girl are in secure homes and are protected so no harm is coming to them.
Without the retailer being named at the end, it is impossible to recognise that this is a department store advertisement. Even though there are actually over 100 John Lewis products placed within. However, the advert being criticised because it cost £7,000000 to make and it has been suggested that the money could have been given to charity at Xmas to address social isolation in the elderly. Furthermore, it reflects a certain stereotype of class and race and people do not fully understand the meaning until it is explained to them. Nevertheless, the fact that it has encouraged discussion means that it is getting attention and thus advertising be it subtly.
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