The Christmas advert season is upon us and John Lewis’ high profile campaign again attracted vast attention on social media and pitting it against fellow retailers for creativity, emotional appeal and charm. The group reportedly spends around £7m on the whole campaign, though a spokesperson for the company declined to confirm that figure. According to the Advertising Association, seasonal advertising spend is expected to reach a record high of £6bn during the final quarter of this year, marking a 37 per cent increase on the 2010 level and a fresh all-time high. Recent research by the association also showed that nearly half of Brits admit to having been moved to tears by Christmas adverts that they’ve either seen or heard. “Christmas is a key time for advertisers large and small,” said Karen Fraser, director at advertising think tank Credos.
