I’m teaching some first year classes on public relations this semester, and as part of the course I gave a lecture last week on the role of social media in PR.
I decided to make the retail battle for Christmas the central theme of it, which naturally meant showing the John Lewis bear and hare advert. It’s up to ten million views on YouTube now, ten times what Marks and Spencer’s similarly big-budget offering has managed, and 100 times more than the effort by Debenhams.
Not that YouTube views necessarily translate into cash in the till. But in just a few years of these adverts, John Lewis has apparently managed to supplant Coca-Cola as the big brand that ‘says’ Christmas. That’s except for viewers in Scotland, who still seem to love Irn Bru’s version of the Snowman best of all.