here's one I don't get
Nov. 11th, 2017 06:29 am![[personal profile]](https://www.dreamwidth.org/img/silk/identity/user.png){kind=small}
calimacBritish department store chain spends £7 million to kick off its Christmas ad campaign with a 2-minute ad by an Oscar-winning director.
OK, it's a touching story of a little boy and the monster under his bed, but what is its point as an ad? The boy gets a toy with lights on it for Christmas, and it makes the monster go away. Or it doesn't make the monster go away. Or both. It seems to me that the toy the ad is actually trying to push is the monster, but they don't sell that at John Lewis. Or do they?
OK, it's a touching story of a little boy and the monster under his bed, but what is its point as an ad? The boy gets a toy with lights on it for Christmas, and it makes the monster go away. Or it doesn't make the monster go away. Or both. It seems to me that the toy the ad is actually trying to push is the monster, but they don't sell that at John Lewis. Or do they?
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Date: 2017-11-12 02:36 pm (UTC)https://www.johnlewis.com/john-lewis-moz-the-monster-plush-toy/p3265967
And yes, the advert seems rather a mess to me.
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Date: 2017-11-12 03:26 pm (UTC)See, that's the difference between having a character on a TV show and then also selling a toy of it, even if the TV show was created for the purpose of generating toys; and making an ad that has no pre-existing referent. Ads should have some sort of direct commercial purpose, whatever else they also do.