John Lewis, however, has slipped down the charts with its "Moz the Monster" ad, by Adam&Eve/DDB, achieving third place behind McCann UK’s Aldi ad with Kevin the Carrot. John Lewis' likeability score of 37% is the lowest since the research started three years ago. Last year, its "Buster the Boxer" ad topped the same chart with 52%.
The Adwatch Christmas Likeability poll was conducted by TNS among a representative sample of 1,000 UK consumers. ±±¾©Èü³µpk10 selected the ten Christmas ads in the table and the British public are asked whether they like them.
Sainsbury’s festive campaign, the first for the Christmas season from Wieden & Kennedy London, and Argos’ spot from CHI & Partners were the least popular of the 10 ads, scoring a likeability factor of just 26%. In 2015, Sainsbury’s was in first place and last year in fourth.
.jpg)
.jpeg)
