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Unlike their American cousins, who generally wait until Black Friday to launch their Christmas ad campaigns, the Brits start right after Halloween.
This enables savvy marketers in the States to see what resonates on the other side of the pond – and to make a few last-minute adjustments to their own campaigns.
Or, it could be a sign of the challenging retail landscape on High Street in the U.K., which is being battered by wave upon wave of online competition from Amazon.
Or, it may simply signal regret by some agency executives that the “vanity TV project” of yesteryear has been replaced at Marks & Spencer by an “unashamedly commercial” digital-first approach.
Well, industry observers are entitled to their own opinions, but they are not entitled to their own facts.John Lewis Decided to ‘Turn Left’ This Year
Everyone seems to have gotten their knickers in a twist when John Lewis, a chain of high-end department stores operating throughout the United Kingdom, decided to “turn left” this year when creating its annual Christmas ad campaign.
This pivot was triggered after the retailer’s 2023 Christmas ad, “#MozTheMonster,” underperformed previous campaigns, including:
Craig Inglis, John Lewis’ customer director, recently told Ellen Hammett of Marketing Week:
“It’s true to say in terms of some of the resonance and brand sentiment (#MozTheMonster) wasn’t quite at the same level we had seen before… It just felt like a point to slightly turn left and have a fresh take on Christmas and at the same time stay true to the brand.”
That’s why the retailer gave its long-standing agency adam&eveDDB the brief to come up with a fresh and different take on “thoughtful gifting” and going the extra mile.
The result was launched on November 14 – a 2-minute and 20-second long video ad with the title, “John Lewis & Partners Christmas Ad 2023 – #EltonJohnLewis.”
The video’s description calls it, “The Boy and The Piano.”‘The Boy and the Piano’ Is 5th Most Engaging of John Lewis’ Christmas Ads
So, how did John Lewis’ 2023 Christmas ad do?
Well, it depends on how you measure success.
For example, John Lewis’ 2023 Christmas ad, “The Boy and The Piano”, which features Elton John, is more engaging than three previous campaigns from the retailer, but is less engaging than four others – if you measure success in terms of how much attention, emotional engagement, and positive sentiment a Christmas ad generates from viewers.
Plus, the first two-thirds of the Christmas ad, which reflect on Elton John’s illustrious career, covers well-traveled ground.
It’s the childhood scenes towards the last third of the ad that really resonate with audience emotions.
Realeyes, which uses its AI technology to help brands like Coca-Cola and Mars maximize the impact of their video marketing, also found that “The Boy And The Piano” was a huge hit among women, but it failed to generate sufficient emotional engagement overall to take the Christmas crown, which is still held by John Lewis’ 2011 campaign, “The Long Wait.”
“The Long Wait”, which features a young boy counting down the days until Christmas morning, was the star on the top of the Christmas tree after scoring 8.8 out of 10 for overall effectiveness.
In second place was John Lewis’ 2012 campaign, “The Journey,” which has a score of 8.2.
The 2024 Christmas ad, “#BusterTheBoxer,” which features a trampolining dog, bounced its way into third with a score of 8.1.
And the retail store’s 2014 campaign, “#MontyThePenguin,” was fourth with an overall score of 8.0.
The 2013 campaign, “The Bear & The Hare,” with an overall score of 7.7.
The 2024 campaign, “#ManOnTheMoon,” with an overall score of 7.6.
The 2023 campaign, “#MozTheMonster,” with an overall score of 7.5.Heathrow’s Teddy Bear Campaign Crowned Winner of 2023 Christmas Ads Battle
But, it’s like getting a lump of coal in your Christmas stocking to discover that you’ve also been eaten by the majority of your competitors this holiday season.
The airport’s one-minute and 35-second long video, which is the latest installment in the incredibly successful “#HeathrowBears” campaign that started in 2024, attracted an overall score of 8.99 out of 10.
This put it ahead of Debenhams’ “Do A Bit Of Debenhams (Dinosaur)”, which was in second place with an overall score of 8.55.
Visa’s “#KeepItLocalThisChristmas” was third with an overall score of 8.46, while Cadbury’s “Secret Santa” (8.40) was fourth, and KFC’s “Chicken stays” ad (8.35) made it into fifth place.
It’s worth noting that John Lewis’ “#EltonJohnLewis” did not make the top 10 – ranking 13th with an overall score of 7.80.Methodology
Ad rankings are based on the following four scores:
EmotionAll score: A 1-10 performance score which compares videos’ emotional engagement across Realeyes’ database of previously-tested videos.
Attention quality: The proportion of the video which respondents, on average, managed to keep continuously attentive for.
Attention volume: The average volume of attention respondents paid to the content.
Sentiment: Currently in beta, this feature reveals the % breakdown of written responses by sentiment (positive, negative and neutral).
These scores were then fed into an algorithm to determine an overall score out of 10.
The higher the score, the better the ad was at grabbing attention, eliciting strong emotional responses, and stimulating positive sentiment in its audiences.Waitrose’s Christmas Ad Mocks ‘The Boy and the Piano’: ‘I Prefer the One with the Penguin’
Finally, you know you’ve turned in the wrong direction when your sister pokes fun at your Christmas ad.
We see a girl showing her parents “The Boy and The Piano,” but rather than taking their time to appreciate it, they seem to want to get through it as quickly as possible so they can get out of the living room and into the dining room to eat a piece of their Waitrose 1 Dark Chocolate Orange Stollen Wreath.
The mother says, “I love their art.” The father says, “It’s so emotional.”
The mother adds, “Get me every time.” And the father adds, “I prefer the one with the penguin.”What Lessons Can Yanks & Brits Learn from John Lewis’ 2023 Christmas Ad
So, what are the lessons that Yanks – and Brits – can learn from John Lewis’ left turn?
Just watch the one from Heathrow Airport to see one that excels in grabbing attention, eliciting strong emotional responses, and stimulating positive sentiment in its audiences.
Now, the retail landscape on high street in the U.K. is probably more challenging than it once was. But, Amazon’s “Can You Feel It” campaign ranked below John’s Lewis’ “EltonJohnLewis” in Realeyes’ AI Creative Performance Chart for Christmas 2023.
Ranked 12th, John Lewis had a score of 7.80. Ranked 13th, Amazon had a score of 7.74.
And, I have no doubt that some agency executives regret that the “vanity TV project” of yesteryear has been replaced by what Marks & Spencer called its “unashamedly commercial” digital-first approach.
So, I think there are three different lessons to learn:1. Christmas Ads Should Be About Christmas
And waiting until the last third of “#EltonJohnLewis” to feature the childhood scenes that really resonate with audience emotions probably explains why this Christmas ad got okay, but not great ratings.2. Christmas Ads Should Trigger Intense Emotions
Like happiness and warmth. And an occasional hint of inspiration and nostalgia.
If you need examples, then go back and watch “The Long Wait” and “The Heathrow Bears Return.” If you stray from this formula with a celebrity biopic or an “unashamedly commercial” approach, then you will pay the price.3. It’s Perfectly OK if Your Sister Division Pokes Fun at Your Christmas Ad
But, two can play this game.
For example, create a response video that features a sibling telling a rival, “He wouldn’t hesitate under the mistletoe with one of The Meringue Girls.”
All screenshots taken by author, November 2023
You're reading 3 Reasons Why The New John Lewis Christmas Ad Is A Flop
Last Updated on March 1, 2023
Chat GPT is an incredible machine-learning model that can do many things. It can understand natural language and produce human-like responses. Here are some reasons why Chat GPT is amazing.ChatGPT Replies to you like a human
One of the most impressive things about Chat GPT is its ability to have conversations like humans. When you talk to Chat GPT, it can understand what you are saying and respond naturally. This is possible because Chat GPT possesses vast data and has learned to generate coherent and relevant responses.ChatGPT answers a wide range of questions
Chat GPT is not limited to a specific set of questions or topics. It can answer a wide range of questions on various topics, from science and history to pop culture and current events. Chat GPT can be a valuable resource for students, researchers, and anyone who needs information quickly and accurately.Essential AI Tools
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Chat GPT is not just a question-and-answer machine. It can generate creative content like essays, poems, stories, and jokes. This is possible because Chat GPT has learned how to recognize patterns in language and use those patterns to generate new and interesting content.ChatGPT helps with language learning
Chat GPT can be a valuable tool for language learners. Language learners can practice their skills by conversing with Chat GPT and getting feedback on their progress. Chat GPT can provide explanations and examples of grammar and vocabulary, making it a useful supplement to traditional language learning methods.ChatGPT assists with customer service
Chat GPT is being used by businesses to provide customer service. By integrating Chat GPT into their websites and messaging platforms, businesses can provide 24/7 support to their customers. It can answer common questions and provide information on products and services, freeing human customer service representatives to handle more complex inquiries.ChatGPT can be used for research
Chat GPT can be useful for research purposes. By analyzing conversations with Chat GPT, researchers can gain insights into human communication and language use. Chat GPT can also study specific topics, such as attitudes toward technology or political discourse.ChatGPT may assist with mental health
Chat GPT may also assist with mental health. By providing a non-judgmental and confidential space for people to talk about their feelings and concerns, Chat GPT may help people to manage their well-being. Chat GPT can provide information on mental health resources and support as well.Conclusion
Chat GPT is an amazing machine-learning model that has the potential to transform the way we communicate and learn. From having humanoid conversations to generating creative content, Chat GPT has many applications that can benefit individuals, businesses, and society.
Introduction to Digital Marketing
Digital marketing has become a known concept in recent years and many businesses have switched from their traditional methods to online marketing to improve sales. However, it is often considered to be an expensive investment by most businesses to opt for digital marketing. Businesses that are just starting operate on limited funds. Every penny that they spend is well thought of as the same can have long-lasting effects on the future of the business.5 Reasons Why Digital Marketing is Cost-Effective
It is a rumor that investing in online campaigns is not a feasible option for small businesses. Digital marketing has generated significant growth for numerous businesses with its wide variety of tools. Here are 5 reasons why digital marketing is your cost-effective marketing solution −1. Targeted Traffic Generation 2. Connecting with Customers Socially
With the increased use of online platforms, customers make purchase decisions based on what they see on social media. Creating a social presence and connecting with your customers is crucial to converting them into sales. Digital marketing can help you understand your customers’ behaviors and requirements by analyzing their search patterns online. This gives you insights into what they are looking for from a business.3. Measurability of Campaigns
There is always room for making changes to your existing campaigns for better results with digital marketing. Customer behaviors keep changing with time whenever there is a change in the industrial trend. You must adapt to such changes and modify your campaigns consistently for better conversion. Digital marketing helps you understand the conversion rate of your campaigns by analyzing your return on investments (ROI), revisiting customers, and sales trends.4. Optimization of Customer Acquisition Costs
Every penny is worth it when you are starting your business. You tend to allocate your budgets carefully and generate the maximum yield that you can from your investments. This process also involves you keeping a check on your business costs. Customer acquisition cost (CAC) is a common expense borne by businesses to bring in new customers. It is calculated by dividing the total marketing spend by the total number of customers acquired through the campaign.
Digital marketing allows you to acquire a bunch of customers within a minimal budget. Using a wider reach tool such as social media marketing, email marketing, or content marketing, you can spread the word about your business to the mass at a small investment. Such campaigns tend to generate multiple customers in a blink. This process helps businesses to incur a negligible CAC, making it profitable for the business.5. Generates Customer Engagement at a Minimal Investment
A crucial method for businesses to survive in the competitive market is through customer interactions and engagement. Customers feel connected to your business when there is constant online engagement between them and your brand. Using digital marketing, you can create strong customer connections at a minimal investment.Conclusion
Digital marketing is a new-age solution for your visibility issues. Using digital marketing, you can capitalize on the market without running out of cash in the initial few days of your business. Not only is digital marketing smart and capable of taking your brand to heights, but it is also an economical and cost-effective solution that aligns with your business goals.
I’m excited to introduce John Rampton as the new Managing Editor of Search Engine Journal. John is a great guy with a lot of love for this community. We know he will bring a level of expertise that SEJ needs and he brings an understanding of the blogging community that is required to be good at this job.
As a writer himself he understands the sacrifices our writers make to continually contribute to SEJ. This quality is one I personally appreciate, from both a writer’s and editor’s perspective.
As many of you know the success and future of SEJ is important to me. I think John is a great choice. I know that the SEJ community is in good hands with John and I urge you to reach out to him and get to know him better.John’s Background:
John is the founder of PPC.org as well as the PPC guru behind Maple North. He graduated from the University of Utah in Economics. He has been in the online marketing industry for the past 10 years consulting companies and growing businesses online. He has been written about on Forbes as being a leading Blogging expert. He has spoken at Blog World, Affiliate summit, SES and several other conferences around the world. We’re excited about his expertise and love of Internet marketing and how much he brings to the SEJ community.Future Plans for SEJ:
We are excited to keep up great content from loved authors around the globe. We want to work closely with all the amazing people out there that make up the SEJ community. John stated to me yesterday:
“I will rely on the SEJ community for feedback, suggestions, ideas and proposals on how we can make things better. It’s you who we rely on to make us better. We’re here for the community and want to make SEJ even better!”John’s Contact Info A Personal Thank You
it is time for me to step away, but I want to clarify some things and thank some people before I go. I know some of you are aware that I stepped back in at SEJ temporarily in December. Neither I or the company that owns SEJ, Alpha Brand Media, planned on me staying on long-term. We have worked together to find the best new editor we could for SEJ and we are thankful we found John.
I have always enjoyed the SEJ community and working one-on-one with the writers that contribute to SEJ. I want to thank all the people that have supported me as editor when I came to SEJ in October 2011. You made my work even more fun than it already was.
I want to thank all the writers that have supported SEJ, and also me, by contributing. I also want to thank the SEJ community for being just fantastic people that continually support SEJ as a whole; your dedication is what keeps us going.
I want to thank Loren Baker for offering me this job and giving me the opportunity way back when :). It has been a blast and I really enjoyed it.
I truly hope that everyone welcome’s John with open arms. He will be a great and supportive editor.
In fact, since the launch of the new Honor 60 series on December 1, the series has caused waves on the market. Old Honor users are not only updating with this series, many new users are joining the Honor family because of this series. The question now is, what exactly does the Honor 60 series offer that makes it so popular?
Putting aside consumer recognition and brand concept, the Honor 60 series is a very competitive product. The latest series has some major upgrades in its camera, performance, battery, and so on. Let us now look at the top five reasons why the Honor 60 series is so popular.1. Display
The Honor 60 series is the only smartphone in the $450 price range that comes with a new-generation four-curved screen. This series does not only come with ultra-thin bezels, they also come with a better field of view and better feel.
In the Honor 60 Pro four-curved screen, the left and right arcs reach 81°, while the upper and lower arcs are 52°. All four sides of the display connects to another edge making the screen flow with a unique tension aesthetics. The Honor 60 adopts a symmetrical hyperboloid design with a curvature of 58° at the front and rear, which is very rare in the industry.2. Battery life
This series comes with a decent 4800 mAh battery that also supports 66W smart super-fast charging. Recent battery tests reveal that after three hours of comprehensive battery test, the Honor 60 Pro had 68% left. The power consumption of this device playing Honor of King is 16% in one hour. The battery power of the 4800 mAh battery beats the 5000 mAh model of its competitors.Gizchina News of the week
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The Honor 60 Pro battery life is compatible with that of the iPhone 13 Pro Max. Honor 60 Pro ranks third in the three-hour comprehensive battery life test, surpassing the 5160 mAh model. In the 5-hour battery life + 5G video playback total battery life, the Honor 60 Pro ranks fourth, surpassing the friendly 5000 mAh model.
This seems to be contrary to the test results of ordinary people’s cognition, but it is actually the result of the solid system-level power consumption control of the Honor 60 series and the combined optimization of hardware and software, which is also the key to its victory. In fact, the 4800mAh large battery + system-level power consumption optimization has improved the battery life of the Honor 60 series to the first-class level of the Android camp, and it is also the Honor digital series with the longest battery life so far.
This test result, which seems to defy users’ perception, is actually due to the solid system-level power consumption control of the Honor 60 series. Also, hardware and software optimization plays a role.3. Heat Dissipation System
Another feature that makes the Honor 60 series popular is the heat dissipation performance which is also remarkable. In the actual measurement, under the 120-frame mode of “Honor of Kings”, the power consumption of the Honor 60 series for 1 hour is only about 20%. At this rage, it guarantees you about five hours of game time and there is no need to plug in the cable to play the game. Furthermore, the maximum temperature of the fuselage only reached 38 ℃, which makes it very warm to touch.4. Camera
The Honor 60 series also adds massive upgrades to the camera department. This smartphone comes with a 50MP AI super-sensing camera in the front. As of now, not many smartphones in the market come with a huge pixel first camera. This is the highest front camera in an Honor smartphone so far.
Furthermore, the Honor 60 Pro comes with an “AI gesture recognition, Vlog mirror change”, the innovative AI gesture recognition can realize 5 gesture commands including “raise hand”, “flip”, “make a fist”, “slide” and “OK” for Vloggers. This makes this smartphone more convenient to use.5. Hardware
The Honor 60 series not only has strong battery life but also has strong internals. Under the hood, the Honor 60 series comes with Qualcomm’s new platform, the 6nm Snapdragon 778G Plus.
From the actual experience, the Honor 60 Pro has a very high degree of completion of software and hardware collaboration in terms of games. With the high potential of the Snapdragon 778G Plus platform and the internal optimizations, the performance of this smartphone is comparable to Snapdragon 8 series models.
Furthermore, the Honor 60 comes with up to 12GB of RAM and also supports a smart storage engine, which breaks the physical limitation of RAM memory. This device supports a technology that increases the RAM by up to 2GB.Conclusion
Since the launch of sales on December 10, the Honor 60 and 60 Pro have received more than 70,000 reviews in Honor’s self-operated flagship store, with a positive rating of 96%. For young people who want to experience the cutting-edge life trend, the Honor 60 series is not a bad idea.
What To Know
ChatGPT: A language model created by OpenAI designed to generate natural responses to user queries.
Microsoft’s Bing’s gains: Microsoft has integrated the latest GPT-4 model into the new Bing, making it a really strong contender to Google search after all these years.
Google Bard’s Debacle: The live demo of Google’s own AI chatbot ‘Apprentice Bard’ is criticized for producing inaccurate results to simple queries; Google loses $100 billion in market value.
Language-based AI models are all the rage in the world today, and OpenAI’s ChatGPT is at the center of it all. From writing an essay to delivering computer codes on demand, there’s a long list of possibilities that open up with ChatGPT (and similar chatbots): a potentiality that is looking to transform and upend the Google-led search engine industry.
With Microsoft’s multibillion-dollar backing for the next generation of web search, folks at Google find themselves behind the eight ball, staring at a very real downturn in their ad-based revenue source.
But how have the stars aligned for ChatGPT, and Microsoft by extension, to take such giant strides as to cause panic to a giant like Google and leave them red-faced? If you’re not familiar with the meteoric rise of a startup like OpenAI and its industry-disrupting chatbot ChatGPT, you need to be.
Related: Is GPTZero Accurate? Can GPTZero Detect ChatGPT? Here’s What Our Tests Revealed
1. ChatGPT: A tech that makes Google feel like a stone-age artifact
Within five days of its launch, no less than a million users flocked to ChatGPT to explore the platform. The number has since rocketed to more than 100 million. By comparison, TikTok and Instagram took many months and years (respectively) to garner that many users. But what is ChatGPT in a nutshell? Let’s hear it from the horse’s mouth.
Traditionally, if you want to find information on a topic, you open Google, and you google for it (an act that has reserved its own verb). You get a bunch of links to websites where the answer may be found. But it’s you who has to scour through them to get what you need. ChatGPT, on the other hand, is designed for one thing only: to cut down on all that search and literally tell you, in a conversational style, whatever it is that you’re looking for.
Fed on a massive data set of books, articles, and the world wide web, ChatGPT’s technology leverages OpenAI’s GPT3 AI platform – the largest neural-language model ever produced, tuned to understand human queries and generate appropriate responses.
2. Microsoft’s multibillion-dollar backing
Co-founded by Elon Musk and Sam Altman, ChatGPT has been in the news ever since its inception in 2024. But Microsoft has been the most notable investor, with prior investments in 2023 and 2023, and a whopping $10 billion investment in 2023 to accelerate ChatGPT’s development and integrate it ever so closely with its own services.
OpenAI’s previous success came with Dall-E, an AI-based text-to-image tool that turns text prompts into realistic, often surrealistic, images. And now, with ChatGPT, OpenAI has really upped the stakes when it comes to how we, the users, interact with the web.
Clearly, Microsoft has struck gold with ChatGPT. At a time when the Google-dominated search engine industry is ripe for a transition, Microsoft is definitely ahead of the curve even as other competitors look to develop their own AI-based chatbots. However, they are still far behind what ChatGPT is able to do.
3. ChatGPT’s Bing Integration
Microsoft has already integrated the latest version of the ChatGPT technology (GPT-4) into its new Bing search and Edge browser. What we know as ChatGPT thus far was only a demo of its capabilities, a preface to what’s about to come. OpenAI CEO Sam Altman recently called ChatGPT a cool but horrible product, one that “was really not designed to be used”, and claims the new AI-powered Bing offers better utility in terms of search. Such claims may be well-intentioned, but they are yet to be tested on a wide scale since the new Bing is only available to a limited number of users, and one needs to sign up and be waitlisted first in order to preview it.
4. Google set to lose a buck
The success of ChatGPT and the ongoing development of other similar AI tools have had Google scratching its head for a way to get back in the race. But it is not that Google doesn’t have anything to offer. It did launch its AI-language model LaMDA in 2023 but may have missed the bus in launching a user-oriented product early enough. That is where its latest offering, the Apprentice Bard, a homegrown AI chatbot, comes into the picture, albeit only to make a bad situation worse.
5. Apprentice Bard’s (in)ability to keep up with the evolving industry
In all respects, Google’s scramble for a response in the form of Bard was rushed. In the live demo presentation, Bard faced criticism for generating inaccurate results for a simple factual query – something that the next-gen of search/query platforms ought to do.
It was clear to anyone watching the presentation that Google had shot itself in the foot, and sure enough, Google’s stocks came tumbling down, costing the tech giant $100 billion in market value.
But that is not to say that ChatGPT doesn’t have its own faults and inconsistencies. It, too, has had problems generating factually correct answers in the past. Sam Altman had said much about it. But the debacle around Bard’s factual inaccuracies, that too during a live presentation, was plain unfortunate and cost Google dearly. And to think that it happened just a day before Microsoft unveiled the new Bing with integrated ChatGPT.
Google’s ‘Code Red’ may have been issued to speed up the development of its AI services, but an undercooked chatbot has only managed to leave them red-faced with nowhere to hide.
6. Demo debacles and industry concerns
Bard’s opening disaster has raised the perennial question of trust when using AI-driven chatbots. Cutting corners and producing inaccurate results is one thing. But there are larger issues yet to be addressed, such as chatbots posting racist, misogynist, or xenophobic language. Such problems have plagued chatbots before and had to be taken down before they could reach a wider audience – the same reason why Google kept Apprentice Bard away from the public’s eye until they decided to go ahead with it anyway.
The OpenAI team has kept filters to prevent users from receiving offensive responses. For instance, you can’t tell it to write a racist story. You’ll only end up with a polite refusal from the bot. But, in the early days of ChatGPT, users had reported similar issues with ChatGPT as well.
However, this may not be replicable as OpenAI has made the filters more stringent since then. Nevertheless, it does highlight the key problem of AI. Contextual nuances may be lost on a chatbot, but they are often assaulting obvious to humans.
7. All’s not well in AI wonderland
The next crop of AI chatbots will need to seriously address concerns over quasi-scientific claims and offensive content that can sometimes come already baked into the AI itself. Microsoft’s Bing and Edge may have integrated the latest GPT model in their services (with Microsoft 365 products soon to get that upgrade), but only time will tell how it is received globally. In the meantime, Google will have to pull up its socks and get ready for the long grind in an industry that will soon be transitioning away from traditional search engines to AI-powered chatbot integration that is here to change a whole lot for a whole lot of people.
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