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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 11:43 
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All right, let's do this.


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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 11:47 
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I... I don't really get it.

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 12:02 
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Grim... wrote:
I... I don't really get it.

So, the kid couldn't sleep because of his imaginary monster. The monster saw this and bought him a star lamp to help him sleep. Or maybe his mum knew about the 'monster' and pretended it was from him.

I dunno. Nice tune though.


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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 12:03 
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They bought him a night light to get rid of the monster but it's his buddy so he turned it off. I liked it.


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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 12:04 
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Nor me

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 12:07 
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I’m not watching any of these this year.

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 12:07 
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I haven't watched it yet, but I just heard on the radio that it's directed by Michel Gondry with music by Elbow.

Getting a bit self-important I think. The advert is now the event, and not fulfilling its purpose of advertising any more. It certainly won't increase sales at John Lewis by over and above the amount they've spent in my opinion.

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 12:09 
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Front page on the BBC News website must be worth a bit.


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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 12:48 
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Mr Russell wrote:
The advert is now the event, and not fulfilling its purpose of advertising any more.

It's been this way for years.

It's worth the money though, don't fret.

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 12:49 
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We all live in service to THE BRAND.

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 12:51 
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Mr Russell wrote:
The advert is now the event, and not fulfilling its purpose of advertising any more.
What is the purpose of advertising?


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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 12:52 
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Grim... wrote:
Mr Russell wrote:
The advert is now the event, and not fulfilling its purpose of advertising any more.

It's been this way for years.

It's worth the money though, don't fret.

I'd like to buy one "Christmas" please.


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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 12:53 
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Grim... wrote:
Mr Russell wrote:
The advert is now the event, and not fulfilling its purpose of advertising any more.

It's been this way for years.

It's worth the money though, don't fret.

I mean, let's say there's two universes where people go Christmas shopping, and there's the whole associated uptick in sales.

One universe is where they just spent £20m (or whatever) on a John Lewis advert, and one where they didn't.

Are you saying that the advert universe causes sales to go up by £20m more than it would have done in the non-advert universe?

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 12:55 
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Oxford has a John Lewis now. This is probably one of the most exciting things to have happened to the city since it was besieged by Parliamentary forces in the Civil War.


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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 12:56 
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Mr Russell wrote:
Grim... wrote:
Mr Russell wrote:
The advert is now the event, and not fulfilling its purpose of advertising any more.

It's been this way for years.

It's worth the money though, don't fret.

I mean, let's say there's two universes where people go Christmas shopping, and there's the whole associated uptick in sales.

One universe is where they just spent £20m (or whatever) on a John Lewis advert, and one where they didn't.

Are you saying that the advert universe causes sales to go up by £20m more than it would have done in the non-advert universe?


I suppose it gets folks talking about and raising awareness of the brand..

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 12:58 
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Mr Russell wrote:
Grim... wrote:
Mr Russell wrote:
The advert is now the event, and not fulfilling its purpose of advertising any more.

It's been this way for years.

It's worth the money though, don't fret.

I mean, let's say there's two universes where people go Christmas shopping, and there's the whole associated uptick in sales.

One universe is where they just spent £20m (or whatever) on a John Lewis advert, and one where they didn't.

Are you saying that the advert universe causes sales to go up by £20m more than it would have done in the non-advert universe?

They don't seem to advertise on telly the rest of the time so it must help people keep them in mind. Having a series of adverts that's become a "thing" has to be something you'd be crazy to just bin off.


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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 13:04 
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Mr Russell wrote:
Are you saying that the advert universe causes sales to go up by £20m more than it would have done in the non-advert universe?

It's not just about the boost to sales though. The advert will be tax deductible. The advert will generate column inches in the papers that would cost fortunes in advertising. The chit chat spreads like wildfire on the information super highway, again saving a shit ton. It's well worth the money to them.

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 13:05 
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Grim... wrote:
I... I don't really get it.


I’m with Grim... on this. It felt like it needed to be a bit longer to explain the gift and that the monster only comes out when it’s dark. Great monster though.


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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 13:06 
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What are we doing for our BeeX Christmas campaign?

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 13:07 
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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 13:08 
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Let's talk about brand advertising, using cars as an example because it's pretty clear cut.

Even a high spender on cars is only going to walk into a dealership and walk out with a brand new car a few times in their life. So why are we bombarded with so many car ads, all the time, across all media? Because cars are big ticket items and the choice of which dealership you walk into is critical. Car ads work to establish certain qualities in your mind as associated with the brand. VWs are reliable, Porsches are well-engineered, BMWs come from a rich motorsport heritage, etc etc. If you share those values, and if you want to broadcast those values to the world, you gravitate towards the brand that matches. No car ad is designed to make you go and buy a car then and there; that's simply not a thing that happens. They are designed to add up, over time, to have a subconscious effect on you, and influence your future decisions. And they do.

John Lewis's Christmas ad is exactly this. It's not supposed to make you do your Christmas shop at John Lewis. It's supposed to make you associate a blend of desirable Christmassy things -- kindness, generosity, warmth, family, wholesomeness -- with John Lewis. And it's amazing at it! The release of the ad is now an annual event. People talk about it. Soon ,or maybe already, if there was no ad, someone, somewhere would say "it doesn't feel like Christmas without it." And ding ding ding -- that's gold dust to advertisers. To create links in people's mind between the shop you run and an event that is so positive is amazing stuff.


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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 13:08 
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Well, that was heartwarming!


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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 13:21 
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Yep, I talk about the John Lewis advert, but I'm still not heading there for my Christmas shop. Talk and buzz and column inches and stuff is great, but I just don't believe it translates to an equivalent boost in profits.

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 13:23 
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It cost £7 million.

If it wasn't worth the money for them, believe me they wouldn't do it.

They also spend ("A huge amount "- Ed) on advertising awareness research.

[edit] I probably shouldn't say that

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 13:30 
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The M&S Paddington one is quite good.

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 13:45 
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I didn't really like that one either.

Mind you, the people that think the burglar said "fuck you, little bear" are clearly deaf.

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I wish Craster had left some girls for the rest of us.


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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 13:56 
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Mr Russell wrote:
Yep, I talk about the John Lewis advert, but I'm still not heading there for my Christmas shop.

Scrubber.

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 14:17 
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Zardoz wrote:
Mr Russell wrote:
Yep, I talk about the John Lewis advert, but I'm still not heading there for my Christmas shop.

Scrubber.


:DD


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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 14:21 
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Uh, John Lewis just straight up murdered that kid's monster friend.

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 Post subject: Re: Winter watch '16-'17
PostPosted: Fri Nov 10, 2017 14:29 
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M&S one is 100% better because it has Mark Benton. Teesside accents make everything better. See also, BBC Breakfast's Steph Mcgovern.


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