Lidl’s Christmas Turkey, by TBWA London is 2016 most powerful Christmas TV advertisement, according to the research carried out by Kantar Millward Brown using its AdExpress performance measurement tool.
With an overall score at 3.4 out of 5, Lidl’s Christmas Turkey, which features a sceptical social media commentator spending a day with a Lidl turkey farmer, achieved the highest score in 9 of the 12 areas, making it the all-round strongest performer.
Consumers found it highly involving, and felt it was the most relevant, believable, well-branded, different and informative ad. Most importantly, it scored top in ‘persuasion’, making it the ad most likely to motivate viewers to buy from the brand.
Overall Buster the Boxer scored 3.37 out of 5, reaching the 4th spot among most powerful Christmas ads 2016.
Buster the Boxer, the most enjoyable but The gift of beauty second most persuasive
Viewers found John Lewis’s Buster the Boxer the most ‘enjoyable’ ad, as well as the third most persuasive. It generates high levels of love for the brand, and gives the impression that John Lewis is trend-setting and different from other brands.
Facial coding, which analyses people’s expressions as they watch, showed a very strong positive emotional response, meaning Buster is likely to drive long term affinity with the brand as well as short-term sales.
Boots improved on its 2015 performance with The Gift of Beauty. This ad second only to Lidl in terms of persuasion. The retailer connects strongly with customers by using real people, and a niche and important group amongst them, to communicate a different message in a different way.
Amazon Prime’s The Priest and the Imam also performed well across the board, with viewers finding it inventive and involving. Argos’s memorable colored ice-skating Christmas Yetis was the second most involving ad, and stood out by focusing on one clear message about same day delivery. Viewers responded positively, scoring it highly on ‘providing new information’ and ‘delivering the main things I need’.
M&S brought drama and excitement to Christmas with Love from Mrs Claus. This enjoyable ad, explains Kantar Millward Brown, while not necessarily telling viewers anything new, reinforces existing positive perceptions.
Related external links (the ads from 1st to 10th ranked):
Lidl’s Turkey by TBWA London (#LidlSurprises) – TV/Cinema (score 3.44). To watch the ad, click here
Boots “The Gift of Beauty” by Mother London- TV (score 3.39). To watch the ad, click here
John Lewis “Buster the Boxer” by adam&eve -TV (score 3.37). To watch the ad, click here
M&S “Christmas with Love from Mrs Klaus” by RKCR/Y&R -TV (score 3.35). To watch the ad, click here
Aldi “Kevin the Carrot”, by McCann Lonndon- TV/Cinema (score 3.33). To watch the ad, click here
Amazon Prime “A priest and Iman meet for a cup of tea” by Joint – TV (score 3.33). To watch the ad, click here
Morrison’s “Morrison’s makes it”, by -TV (score 3.31). To watch the ad, click here
Argos “Christmas Yetis”, by CHI&Partners -TV (score 3.26). To watch the ad, click here
Very.co.uk “Get more out of giving” by St. Luke’s Communications -TV (score 3.19). To watch the ad, click here
Waitrose “Coming home” (#HomeForChristmas) (score3.14). To watch the ad, click here
