ASDA ARGOS BOOTS BURBERRY CADBURY’S CELEBRATIONS DEBENHAMS DFS JOHN LEWIS LIDLM&S MULBERRY PAYPAL SAINSBURY’S SKY MOVIES VERY WAITROSE WARBURTONS

18 AdsReviewed

TOPTHREE STARS

1.BEST ALLROUNDER

3.MEETS

CONSUMERS NEEDS

INVOLVEMENT

7.16*

ENJOYMENT

3.73

DIFFERENT

3.65

MADE ME LOVETHE BRAND

3.57

ENJOYMENT

3.81

BRANDING

4.63

MADE ME LOVETHE BRAND

3.19

ENJOYMENT

3.51

MEETS MYNEEDS

3.77

Viewers found it more engaging to watch than any other ad, and it was also more likely to make

them buy as a result of seeing it.

The second strongest overall performer; most successful at

connecting with consumers on an emotional level, generating the highest levels of love, enjoyment and branding.

Performs well on emotional affinity, persuasion and highest of all on providing relevant and believable

information and meeting people’s needs.

2.MOST

LOVED AD

1.STEP AWAY FROM

CHRISTMAS TOWIN AT CHRISTMAS

Ads from Warburtons, Paypal, Argos and Cadbury's feel different

and stand out for consumers - there’s more opportunity for

brands to be bold and memorable.

Warburtons’ collaboration with The Muppets captures the imagination, is funny, entertaining and stands out from the sea of sameness of

other Christmas ads.

Man on the Moon, Mog's Christmas Calamity, The Giant Crumpet

Show…these ads tell stories which move between reality and fantasy

and grab consumers' attention.

Footnote

Millward Brown evaluated 18 TV ads, testing them with consumer audiences using its AdExpress performance measurement tool. Viewers scored each on 12 factors : Branding, Involvement, Enjoyment, Made me love (brand), Sets the trends, Persuasion, New information, Different information, Relevant information, Believable information, Different, Meets my needs.

*11 of the 12 factors are scored on a scale of 1-5, while ‘involvement’ is scored on a scale of 1-10.

THE UK STARSOF 2015’sChristmasadvertising

‘FREE THE JOY’

3.57‘THE GIANT CRUMPET SHOW’

3.41‘CHRISTMAS TREE’

3.25‘NO PRESENTS’

3.19‘#BECAUSEITSCHRISTMAS’

3.13

‘FOUND IT! (2015)’

3.09‘MAN ON THE MOON’

3.04‘MOG’S CHRISTMAS CALAMITY’

3.04‘SCHOOL OF CHRISTMAS’

3.03‘JUST CAN’T WAIT’

3.00

‘DISCOVER MORE’

2.91‘WHAT MAKES YOUR CHRISTMAS?’

2.90‘THE ART OF CHRISTMAS’

2.95‘THE JOURNEY’

2.83‘STEP INTO THE ADVENTURE’

2.81

‘BILLY ELLIOTT’

2.70‘GUARANTEED CHRISTMAS DELIVERY’

2.69‘MULBERRY MIRACLE’

2.45

MADE ME LOVE THE BRAND (NORM=2.82)...

2015’s BIGGEST IMPROVER...

INVOLVEMENT6.98*

ENJOYMENT3.23

DIFFERENT3.65

Improved across all 12 key factors: high levels of involvement and enjoyment helped it to

convey its free same day delivery message which was seen as distinct from competitors.

THREE KEY TAKEAWAYS

‘THE GIANT CRUMPET SHOW’‘NO PRESENTS ’‘FREE THE JOY’

‘JUST CAN’T WAIT’

...

https://www.youtube.com/watch?v=Eapu0RtW54Ehttps://www.youtube.com/watch?v=Eapu0RtW54E

https://www.youtube.com/watch?v=QiSaYVFWoTIhttps://www.youtube.com/watch?v=QiSaYVFWoTI

https://www.youtube.com/watch?v=CtlwwfEVVRghttps://www.youtube.com/watch?v=CtlwwfEVVRg

https://www.youtube.com/watch?v=961k-cHjMLkhttps://www.youtube.com/watch?v=961k-cHjMLk

https://www.youtube.com/watch?v=va0NImPo2aYhttps://www.youtube.com/watch?v=va0NImPo2aY

https://www.youtube.com/watch?v=P-CiTy6T3Bghttps://www.youtube.com/watch?v=P-CiTy6T3Bg

https://www.youtube.com/watch?v=8Ju36RQjSTohttps://www.youtube.com/watch?v=8Ju36RQjSTo

https://www.youtube.com/watch?v=J7lFa1R3YjYhttps://www.youtube.com/watch?v=J7lFa1R3YjY

https://www.youtube.com/watch?v=wuz2ILq4UeAhttps://www.youtube.com/watch?v=wuz2ILq4UeA

https://www.youtube.com/watch?v=KWVO_VDd2_8https://www.youtube.com/watch?v=KWVO_VDd2_8

https://www.youtube.com/watch?v=OrYZEepTQ5Mhttps://www.youtube.com/watch?v=OrYZEepTQ5M

https://www.youtube.com/watch?v=VilRHLu6K4khttps://www.youtube.com/watch?v=VilRHLu6K4k

https://www.youtube.com/watch?v=pdu0WKIhjeUhttps://www.youtube.com/watch?v=pdu0WKIhjeU

https://www.youtube.com/watch?v=kuRn2S7iPNUhttps://www.youtube.com/watch?v=kuRn2S7iPNU

https://www.youtube.com/watch?v=3oF9SA25QIghttps://www.youtube.com/watch?v=3oF9SA25QIg

https://www.youtube.com/watch?v=8NhO6PGPLhghttps://www.youtube.com/watch?v=8NhO6PGPLhg

https://www.youtube.com/watch?v=AIjjO2uxkCMhttps://www.youtube.com/watch?v=AIjjO2uxkCM

https://www.youtube.com/watch?v=kLfMrj74otAhttps://www.youtube.com/watch?v=kLfMrj74otA

Click to view each ad

3.THE CRAFT OF

STORYTELLINGIS KEY

2.MAKE YOUR AD

DISTINCT – EVEN MORESO AT CHRISTMAS