Christmas ads are always a big talking point - John Lewis’ #ManOnTheMoon was so eagerly awaited it had its own countdown this year, but was it as successful as the media coverage implied? We applied emotion recognition to test 30 ads from the UK’s top retailers, capturing the emotions of nearly 1500 viewers to understand how good these Christmas ads actually are at engaging people, which ones did it best, and why. As advertisers become ever better at playing our emotional strings, it seems the answer is still a strong narrative done with warmth and humour - and plenty of Christmas cheer.
|2015 Most Compelling High Street Xmas Ads|
|1||Harvey Nichols||Avoid #GiftFace||91.4%|
|2||Kwik Fit||Christmas Surprise||90.7%|
|6||Aldi||Telescope (John Lewis spoof)||80.8%|
|=7||The Body Shop||Jingle Bells||79.9%|
|10||Marks & Spencer (Food)||Taste of Christmas||73.3%|
View the results in full. (Click 'select media' in the top left to choose which ads you want to see or compare.)