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John Lewis’ "heart-warming" 2012 Xmas ad gets positive response on YouTube
After receiving a mixed response on their Christmas advert last year, John Lewis have come back stronger this year with a “heart-warming” video.
Following their yearly tradition, John Lewis have recently released their new 2012 Christmas advert on their YouTube channel. Entitled The Journey, the new advert depicts a snowman's long journey to a John Lewis store to find the perfect present for his snow-woman companion. Last year’s ad called The Long Wait, showed a young child impatient for Christmas day to arrive so he could give his parents their Christmas gifts. However, last year's advert was met with criticism from YouTube viewers who found it “racist” as it focused too much on the white British family.
WaveMetrix analysis reveals that this year’s video has been much better received so far, with higher views numbers as well as a higher proportion of positive comments. The 2012 advert has garnered more than 1 million YouTube views 5 days after being posted, 50% more than last year. Comments on the 2012 advert are also strongly positive, with consumers praising the video for being “brilliant” and “heart-warming”. This suggests that the content of this year's ad successfully appealed to all consumer groups, making it likely to be better received on open social media platforms.
John Lewis’ 2012 Christmas advert gets 50% more views than the 2011 one:
- The 2012 ad gets higher views than last year’s: The 2012 Christmas ad got 376K more YouTube views in the first five days after release than the 2011 ad received within the same time period. This suggests that the content of this year’s ad appealed to a larger consumer base
Consumers are overwhelmingly positive about the “The Journey” Christmas advert:
- 88% of comments on the 2012 adverts are positive: The majority of those who comment on the 2012 advert praise it for being “beautiful” and for making them “cry”. In contrast, responses to last year’s advert were mixed, with some finding it “racist” for showing a white British family