Question

Topic: Advertising/PR

John Lewis - Never Knowingly Undersold (2010)

Posted by Anonymous on 5/16/2010 at 1:50 PM ET 50 Points
Hello everyone!
I have a dilema with the following campaign:
https://www.youtube.com/watch?v=zMtyOCoqHTk

In my opinion it is a great ad that uses an emotional and nostalgic appeal in order to generate greater brand awareness.
It's key message (I think) is the promise of "Never Knowingly Undersold..." commitment.

But who do you think is the target audience? Is it women of all ages, or housewives, or is it men as well (because of the song in the background?)...??
And am I right about the main aim of this campaign?

Thanks!
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RESPONSES

  • Posted on 5/16/2010 at 3:10 PM Accepted
    That commercial does NOT generate brand awareness at all. I have no idea what they're trying to sell, and I can't recall the brand name just a few seconds after seeing the commercial.

    The product/service or location is never mentioned, and the commercial is NOT about the product they're selling or the benefit to the (ill-defined) target audience. This is a self-indulgent video production, NOT good advertising.

    And if you have to ask who the target audience is, you KNOW it's a lousy commercial.

    I hope you didn't spend any money on this one!
  • Posted by CarolBlaha on 5/16/2010 at 8:21 PM Accepted
    Not a clue- not a clue what he sells or why, or what the benefit
  • Posted by Peter (henna gaijin) on 5/17/2010 at 12:21 PM Accepted
    Nice segues between ages.

    Kind of long - not sure where it would play. Would be expensive if run on TV. And even if they bought the minute and a half, would watchers stay to watch the entire ad?

    Beyond that - I agree with the others. I had no clue what was being sold. Perhaps if I had heard the company name before, it might help reinforce the image I had of them, but without that, it did nothing for me.

    On who it targets, not sure I can tell. By covering all ages, it seems to take away targeting a particular age group, though in general I'd say targets adults with children (not targeting pre-adults nor single people). I would lean more toward it targeting women over men.
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