Kantar MillwardBrown

3.
Good storytelling leaves an impression

Ads that use stories are more noticeable and more memorable

UK RETAILER JOHN LEWIS' STORY GRADUALLY BUILDS, AND SO DO THE SMILES

Source: Kantar Millward Brown: AdReaction 2017

The ‘Buster the Boxer’ ad from John Lewis was in the top 5% of ads for enjoyment and its popularity was clear on social media with over 1.95 million views. The story works well on a number of levels. It is enjoyable, easy to understand and differentiates the brand from other retailers. The story gradually builds, and so do the smiles. In doing this, the ad has the ability to generate short-term sales and support the brand’s impression for longer term equity.