Great ad, I've always wondered how much of the Christmas Day kick abouts with the Germans in No Mans Land were legend and how much was truth but it's a brilliant story.
I know we have some marketing peeps on here, so grateful if someone can explain to me the strategy in this.
The goal (i presume) is to increase sales. Getting your name out there, being talked about i could understand for a less popular, new brand looking for a publicity / recognition hit, but everyone knows Sainsbury's.
If i am influenced by an advert, it is because i see something i want to buy that is unique, appealing, or at good value.
Having an advert about soldiers playing football, or a penguin wanting a legover are entertaining, but they are not going to influence me in any way to do my shopping from Sainsbury's or John Lewis.
I know we have some marketing peeps on here, so grateful if someone can explain to me the strategy in this.
The goal (i presume) is to increase sales. Getting your name out there, being talked about i could understand for a less popular, new brand looking for a publicity / recognition hit, but everyone knows Sainsbury's.
If i am influenced by an advert, it is because i see something i want to buy that is unique, appealing, or at good value.
Having an advert about soldiers playing football, or a penguin wanting a legover are entertaining, but they are not going to influence me in any way to do my shopping from Sainsbury's or John Lewis.
So what's the plan ?
it's subliminal. The John Lewis one is encouraging you to go to Sainsbury's to get some penguins. Havn't a Scooby what the Sainsbury's one is telling you.
It's an improvement on Paul Mcartney or Jona Lewi efforts when it comes to the set and uniforms etc
The ad has caused some debate among the academic community over trivialising or exploiting the Great War, I think it's very well done and raises money for the RBL as well I am told.
No complaints from me, slightly off topic but I was involved with a similar Hovis ad a few years ago that went through the decades that showed soldiers off to the front.
The strategy that John Lewis, Sainsburys and M&S have gone for is the feel good factor of Christmas and the talk value the ads create. They are also mini films. For instance this ad has been posted on here and we're talking about it and Sainsburys. They probably feel that their brands are strong enough to take this more indirect approach. It's more about reinforcing the brand rather than pushing individual products. For the most part Tesco and Argos are much more product focused this time of year.
Its better to see during a break in a programme than some prick shouting his head off about drain unblocker or some silly cow falling arse over tit on a wet floor
I have marketing on my CV, but this is just a personal opinion. I have been saying for a long time that some Ad Agencies are losing sight of the basic reason for advertising, and spending too much time trying to be funny, or having spectacular visuals. I have lost count of the number of times my wife and I say ' what the hell is this going to be an ad for ? ' Whatever happened to the good old Features and Benefits ?
I have marketing on my CV, but this is just a personal opinion. I have been saying for a long time that some Ad Agencies are losing sight of the basic reason for advertising, and spending too much time trying to be funny, or having spectacular visuals. I have lost count of the number of times my wife and I say ' what the hell is this going to be an ad for ? ' Whatever happened to the good old Features and Benefits ?
Going against the grain here but this isn't an ad I'd like to see multiple times. As a one off piece I think it's good but if I had to watch one once a day I'd plump for the more lighthearted penguin one.
Couple of points - don't think it actually snowed at Ploegstreet Christmas 1914 and having kicked a ball or two on the actual field, not only isn't it level (slopes up to the German lines) but it would have been well ploughed before the trenches arrived.
But they have you talking about their ad so it has worked.
But does that ever / always transfer through into increased sales ?
No, not always.
Depends how well it's done and if it hits the right note with the right people.
But right now if someone said "where can we go looking for xmas stuff?" the name you have in your head is "John Lewis". you might not end up there but they are on your list.
Ditto Sainsbury's for the Chocolate bar and another £200 quids worth of stuff.
http://www.youtube.com/watch?v=NWF2JBb1bvM
Comments
Would love to know how much that cost!
The goal (i presume) is to increase sales. Getting your name out there, being talked about i could understand for a less popular, new brand looking for a publicity / recognition hit, but everyone knows Sainsbury's.
If i am influenced by an advert, it is because i see something i want to buy that is unique, appealing, or at good value.
Having an advert about soldiers playing football, or a penguin wanting a legover are entertaining, but they are not going to influence me in any way to do my shopping from Sainsbury's or John Lewis.
So what's the plan ?
Cynical exploitation.
Flag away.
The ad has caused some debate among the academic community over trivialising or exploiting the Great War, I think it's very well done and raises money for the RBL as well I am told.
No complaints from me, slightly off topic but I was involved with a similar Hovis ad a few years ago that went through the decades that showed soldiers off to the front.
The sad little penguin had me blubbing away. Melt :-)
I'm not sure about the goalie diving on a frozen pitch at 2.18
Couple of points - don't think it actually snowed at Ploegstreet Christmas 1914 and having kicked a ball or two on the actual field, not only isn't it level (slopes up to the German lines) but it would have been well ploughed before the trenches arrived.
Bloody Germans won that game too.
Depends how well it's done and if it hits the right note with the right people.
But right now if someone said "where can we go looking for xmas stuff?" the name you have in your head is "John Lewis". you might not end up there but they are on your list.
Ditto Sainsbury's for the Chocolate bar and another £200 quids worth of stuff.