'Tis the Season for Brand Growth


The launch of UK Christmas ads has transformed over the past few years from an annual advertising event to a cultural phenomenon. In this paper we will be discussing:

1. System1’s ad-testing method and why examining emotions within advertising is so important.

2. John Lewis’s past achievements with their annual Christmas campaigns and the strong correlation with our predictions

3. The different tactical approaches to making a great Christmas ad – and why some of them are stronger than others when it comes to brand growth, using the 2017 and 2016 Christmas ads as examples.