Will the bar be raised?

6 11 2012

The wraps are coming off retailer’s Christmas 2012 campaigns, which reminded me of the amazing ad run by John Lewis last year.
This execution significantly raised the bar and has had over 4.3million views on YouTube to date.
Creating an ad that will make people talk about it, ideally for the right reasons, is a big challenge.
However with the potential for it to be shared quickly and easily, at the concept stage, a simple question is worth asking – “will people talk about this, will they want to share it?”
If the answer is a confident yes, and ideally confirmed by pre-testing, then the ad could have a chance of gaining the level of viewing figures enjoyed by the John Lewis advert.
Here’s the ad in question, enjoy and lets see how it compares to the 2012 Christmas campaigns.

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