Many non-adlanders would probably associate Christmas advertising with John Lewis, so it is perhaps no surprise that John Lewis & Partners and Waitrose & Partners' first joint Christmas campaign was voted most-liked in new research commissioned by ±±¾©Èü³µpk10.
Nielsen AdIntel interviewed 1,013 adults aged 16-64 between 19 and 21 November on 2019's crop of Christmas ads and compiled "likeability" scores for each.
Aldi's "Christmas spectacular", despite being one of ±±¾©Èü³µpk10's festive Turkeys of the Week, actually proved rather popular with the public, gaining a 47% likeability score to put the brand in second place behind "Excitable Edgar", which scored 54%.
Aside from John Lewis – and perhaps a sign that what critics think does not always align with public sentiment – some of ±±¾©Èü³µpk10's recent Picks of the Week scored lower than Aldi.
Argos' "The book of dreams" was described as "a blockbuster of a Christmas ad" by Gurjit Degun and has also rekindled some latent love for the brand for Adam & Eve/DDB's Martin Beverley, but it scored just 37% in the research.
In another Pick of the Week, Simon Gwynn praised the tonal shift of Marks & Spencer's "Go jumpers for Christmas", noting that "the wacky, impressive choreography, tight editing and, of course, wise choice of vintage banger make it incredibly rewatchable". It scored a somewhat disappointing 35% in Nielsen's study.
But Christmas ads don't have to be overtly Christmassy in order to be liked by the public. Ikea's grime-infused "Silence the critics", described by Leo Burnett London's Chaka Sobhani as "couldn’t be more on point", also made it into the top 10 most-liked festive ads, taking joint sixth alongside Argos.
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