The RetailWire Christmas Commercial Challenges Goes Global – Week 2
Source: John Lewis “Buster the Boxer”

The RetailWire Christmas Commercial Challenges Goes Global – Week 2

Marks & Spencer’s “Mrs. Claus” was the clear winner of our week one competition. We now turn to two British department stores — Harrods and John Lewis — for the second round of our non-U.S. competition.

Harrods has created an animated spot featuring a stuffed bear, named Hugh, who gets stuck inside the iconic department store after a wicked elf turns the place into a palace of ice. Only the bear can undo the elf’s work, with the help of some friends.

John Lewis’ “Buster the Boxer” spot has become an internet sensation with more than 21.75 million views on YouTube alone. The commercial features a little girl, Bridget, her four-legged friend Buster and some local wildlife, all of whom share a love for a particular form of exercise.

PLEASE VIEW THE ADS AND VOTE IN THE INSTANT POLL TO THE RIGHT.


Harrods “A Very British Bear Tale”


John Lewis “Buster The Boxer”

BrainTrust

"A couple of terrific ads that reflect the unique positioning of each retailer. "

Richard J. George, Ph.D.

Professor of Food Marketing, Haub School of Business, Saint Joseph's University


"It’s hard to compete with bouncing animals. My vote goes to John Lewis."

Max Goldberg

President, Max Goldberg & Associates


"The Harrods ad has great animation, but the antics of the naughty elf reminds me of a terrorist plot."

Jerry Gelsomino

Principal, FutureBest


Discussion Questions

DISCUSSION QUESTIONS: What is your critique of Harrods’ “A Very British Bear Tale” and “Buster the Boxer” from John Lewis? Which do you think is the more effective of the two? Would either of these spots work for a U.S. retailer if presented to an American audience?

Poll

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Richard J. George, Ph.D.
Active Member
7 years ago

A couple of terrific ads that reflect the unique positioning of each retailer. Personally, the John Lewis commercial resonated a bit more with me. It engaged a variety of senses and feelings, showed a real household and depicted a wonderful story. Both ads would work for U.S. retailers.

Bob Amster
Trusted Member
7 years ago

Loved the Boxer!

Steve Montgomery
Steve Montgomery
Member
7 years ago

My vote goes to John Lewis’s “Buster the Boxer.” Having spent time on Christmas Eve putting together a variety of gifts for our then small children, the spot struck home. It shows the love that can go into a gift.

I believe the spot would work well in the U.S. What’s not to like? It has a dad doing something so his child will have the gift she wanted for Christmas, a variety of cute animals including the must-have dog, a happy child and a bit of surprise at the end.

Max Goldberg
7 years ago

It’s hard to compete with bouncing animals. My vote goes to John Lewis. The spot is memorable and fun. The Harrods spot is ordinary and does little to reinforce the brand’s image.

W. Frank Dell II
W. Frank Dell II
Member
7 years ago

Harrods’ commercial was quite good with hidden product presentation, but everyone in the UK knows Harrods. This is a corporate good season commercial. The John Lewis commercial leaves me wandering what they sell, but it was the funniest commercial we have seen this year. Both commercials are for the UK market. Macy’s could do a “very British bear tale” commercial, but with limited impact.

RICHARD HERNANDEZ
RICHARD HERNANDEZ
7 years ago

These are some of the best advertisements so far — I really like the John Lewis commercial. It is never about actual product — it is about the emotion and feeling of the holiday season. Well done.

Ed Rosenbaum
Ed Rosenbaum
Member
7 years ago

Both are very good. My preference is Buster the Boxer for this week’s selection. It touched me more than Harrods. Made me feel good which is what the season should bring.

Mohamed Amer
Mohamed Amer
Active Member
7 years ago

Both ads strongly reinforce each company’s respective brand perception in the UK.

Harrods is all about being British, luxury and exceeding expectations. The spot brings in good versus bad (hard to call an elf “evil”) and the struggle to save the world (or Christmas). Through magical snuggle-power, the bear withstands the elf’s mischief, perseveres and climbs to the top to send an SOS to a sleeping Santa. The voice over is British, Harrods is a palace and the world is saved. We’re on the outside looking in and are in awe at the characters and story. Customers aren’t co-creators of the experience — they admire from afar and, should they decide to engage, then they do so according to a preset script.

John Lewis builds a very strong emotional connection with the audience. You relate with the child’s anticipation and the dog’s mixed emotions. The wild animals’ discovery of the trampoline makes you want to join them. It’s a spot that invites you to participate and join in — you can create your own story. Unlike Harrods’ engagement from a distance, John Lewis succeeds in deep engagement of human senses and it does so with elegance and surprise.

Two thumbs up, way up for John Lewis and yes it would play well to an American audience!

Lee Kent
Lee Kent
Member
7 years ago

Hands down, John Lewis! It was so well done, I was laughing out loud at the end.

Lee Peterson
Member
7 years ago

Buster the Boxer is one of those ads where you say to people at work, “have you seen the ad with the animals on the trampoline?” and then forget who ran the ad. But it still wins IMO. Great contextual value, but more brand work needed. The Harrods ad is boring in comparison with nowhere near the killer Buster-like conclusion.

Jerry Gelsomino
Jerry Gelsomino
7 years ago

The Harrods ad has great animation, but the antics of the naughty elf reminds me of a terrorist plot. I vote for John Lewis’ innocence.

Craig Sundstrom
Craig Sundstrom
Noble Member
7 years ago

Unlike the other contests, this one really wasn’t: John Lewis.

The Harrods spot started well — for once we knew exactly who was speaking to us — but then … while the bear went upward, the ad itself went down, down, down with a pointless story and the most inept Rudolph mankind has ever seen (the Montgomery Ward Estate should sue).

The Lewis spot came close to going off topic, but if was short enough that a coherent message emerged. And the special effects were truly that … special.

Naomi K. Shapiro
Naomi K. Shapiro
7 years ago

I feel sorry for all who suffered because of the “Grinch” on the Harrods ad, which is best kept in a fairy-tale book; and I feel sorry for the little girl in the John Lewis ad, who was pushed out by a dog.