Thursday, November 14, 2013

The Bear & The Hare

The holiday season is fast approaching, which means we will be bombarded with Christmas adverts over the next few weeks. British department store chain John Lewis, which has a history of crafting memorable holiday ads, has once again set the bar high with their highly-anticipated The Bear & The Hare ad. My copywriting lecturer at Syntra showed the emotional advertisment in class on Tuesday. The classroom became eerily quiet.

Communications agency Adam & Eve DDB did a great job of conveying what the holidays are all about: finding a gift for the person you love. The heartwarming stop-motion film, animated by a Disney crew, tells the story of a bear who has never celebrated Christmas because he has to hibernate every year. His hare friend then comes up with a brilliant idea so that the bear, too, can share in the festive spirit.

You can take a look behind the scenes here.

Instead of talking about their products, John Lewis opts to build an emotional connection with consumers. And it worked: the brand gained 7,000 followers on Twitter and 12,000 fans on Facebook over the weekend, and, as of Wednesday, was viewed 5,972,060 on YouTube. The TV campaign will be further supported with an e-book, hardback book, Christmas card maker, branded products, and in store and window activities.

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