I met up with Ian Wood earlier on in the week and he pointed out that this year’s John Lewis adverts are about giving a single present and by implication – don’t make it a crap one. So I decided to go back and have a look at previous John Lewis ads over the years.
|Year||Title||Amount of presents that the hero of the advert receives/gives based on the particular storyline||Q3 UK GDP numbers – as a predictor for the Q4 growth – via Office for National Statistics||Q4 UK GDP numbers as an indicator of how the economy performed in the Christmas period||Delta on the GDP values|
|2013||Bear and the hare||1||0.8%||?||?|
|2011||Christmas advert 2011||5* looking at boy’s room||0.5%||-0.1%||-0.6%|
|2010||Christmas Advert 2010||1||0.6%||-0.4%||-1.0%|
|2009||2009 Christmas Advert||1||0.4%||0.4%||0.0%|
|2008||From Me To You||1||-1.8%||-2.1%||-0.3%|
|2007||Shadows||2* brought in by each person||1.2||0.2%||-1.0%|
The correlation in these John Lewis ads, based on the limited data set that I had wasn’t that strong. Maybe they don’t have their finger on the pulse of the retail sector after all? More retailing related content here.