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John Lewis plays online video card every Christmas

John Lewis kick starts Christmas countdown with latest video ad

The release of the annual John Lewis Christmas Advert has become something of a national event, and this year is no different. The two-minute advert, thought up by advertising agency adam&eveDDB, has divided critics, but it still manages to tug at the heart strings.

It features Joe, a young boy who is being kept awake at night by an oversized, imaginary monster named Moz, who sleeps under his bed. An unlikely friendship develops, and all manner of nocturnal mischief ensues.

The video, directed by Michel Gondry, the celebrated film director behind The Science of Sleep and Eternal Sunshine of the Spotless Mind, is brought to life by its soundtrack, a cover of The Beatles’ song Golden Slumbers by rock band Elbow.

As you might have guessed, a cuddly toy-sized Moz The Monster is available to buy at John Lewis stores, alongside an assortment of other Moz-related products.

Beware of (imaginary) monsters under the bed… #MozTheMonster #UnderTheBed

The growth of video marketing

Do you remember John Lewis’ previous Christmas adverts?

Now for some festive (video) entertainment. Below is every Christmas campaign that John Lewis has launched between 2010 and 2016:

  • 2016: Buster the Boxer

    Buster is the star of this advert, which also features a six-year old girl, a trampoline and a great pair of pyjamas. The song is Randy Crawford’s 1980 single, One Day I’ll Fly Away, performed by the Vaults. Created by advertising agency adam&eveDDB, it has broken all previous John Lewis ad records. Within the first hour of its release, Buster the Boxer got 218,330 video shares on Facebook, Twitter and YouTube.

  • 2015: The Man on the Moon

    This video featured a girl trying to send a message to a man on the moon while looking through her telescope. The soundtrack is the Oasis track, Half the World Away, and is performed by Norwegian artist Aurora. To date, it has garnered over 26 million views on the John Lewis YouTube channel,

  • 2014: Monty the Penguin

    This is the first Christmas ad that John Lewis created its own hashtag for. #montythepenguin was used in 49,562 tweets in the three hours after the ad’s online release.

  • 2013: The Bear and the Hare

    To date, more than 16 million people have viewed this animated tale on the John Lewis YouTube channel, while the ad was mentioned in 49,152 tweets in the first 24 hours of its release.

  • 2012: The Journey

    This is the year online video came of age. This video has received more than 6million views and was mentioned in 21,027 tweets in the first 24 hours after its online release.

  • 2011: The Long Wait

    John Lewis launched its 2011 festive ad on its own YouTube channel and Twitter. And in the week before it made its TV debut, during The X-Factor’s ad break, the video was shared 183,000 times and mentioned in 10,000 tweets.

    It would have received more than 290,141 views, however, had the online version not replaced the cover version of The Smiths’ Please, Please, Please, Let Me Get What I Want with a track from unknown band, Being Buffalo.

  • 2010: Rocking Horse

    This video is best remembered for launching Ellie Goulding’s pop career thanks to her cover of Your Song by Elton John in the ad. But more significant is that John Lewis didn’t upload the campaign to YouTube, and this version has fewer viewings on the social media channel.

    Regardless of what channel these are viewed on, the growing popularity of online videos cannot be ignored. It’s for this reason that Art Division is exploring

For advice on how your company can benefit from Art Division’s digital marketing experience, contact us today for a no-obligation chat.

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