The Most Compelling High Street Christmas Adverts for 2014

The Most Compelling High Street Christmas Adverts for 2014 - Monty featured

Each year retailers invest increasing amounts in their Christmas adverts – a compelling advert that goes viral can result in heavily increased sales and ongoing promotion through word of mouth as people talk about what they loved (or disliked) about the advert.

Realeyes, a company specialising in emotional analytics, performed a study on over 1500 volunteers to determine their emotional reactions to Christmas ads from 25 leading high-street brands.

The research incorporated over 2.2 million facial data points to produce a single score based on a combined measure of attraction, retention, engagement and impact.

“Monty the Penguin” (below) scored 84% on the emotionally compelling scale, narrowly beating Harvey Nichols’ “Could I be any clearer” advert into second place (80%) with the Post Office’s “Get Christmas All Wrapped Up” coming in third (68%).

The Most Compelling High Street Christmas Adverts for 2014

Realeyes’ CEO Mihkel Jäätma explains:

There are four elements to make an ad resonate emotionally. Attract or hook the audience early, retain their attention, engage by invoking some form of reaction – the stronger the better – and finish with impact.

Monty scored joint highest on engagement and impact with Harvey Nichols, but won because it was the best ad at retaining attention. However, both ads were very mid-table when it came to initial attraction.

Although celebrities feature in two of the top five ads, they’re not a sure-fire way of making an ad compelling. Littlewoods offering with singer Myleene Klass had the second lowest overall score of all 25 ads and the lowest initial attraction score. H&M’s ad with Lady Gaga and Tony Bennett had the fourth lowest score of all the ads measured.

This post was written by Rob Gordon, an IT geek, gadget lover and blogger. Rob has been using the internets since 1994 when the only streaming video was that coffee pot in Cambridge (rip).... Follow Rob on Twitter - @robgordon - about.me/robgordonuk