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A top ad exec explains why John Lewis adverts actually make us cry

Posted On: 14 Nov 2019   |   Posted By: Marie Claire

A top ad exec explains why John Lewis adverts actually make us cry

And how they go about avoiding a Kendall Jenner Pepsi disaster... Words by Victoria Fell
‘Tis officially the season, thanks to the release of the John Lewis 2019 Christmas advert today, featuring Edgar the excitable dragon who just cannot wait for the festivities.
Since 2011, the retailer has been making us laugh, cry and occasionally scratch our heads with their yearly offering. And this year's offering is no exception.
But what's the magic formula for a perfect festive advert? Victoria Fell spoke to Vicki Holgate, chief strategy officer at FCB Inferno (the agency behind Sport England's T his Girl Can campaign) to ask her why John Lewis is so successful with its campaigns:
How do you go about making a great ad?
‘The first step is to understand your audience and their hopes, dreams and goals in life. People are driven by their goals, and once you understand those, you can work out what the product can credibly offer to help achieve them.'
How do you avoid a Kendall Jenner...

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