“Within the previous days of the Christmas advert, it launched in an enormous, peak TV second and was extra Tremendous Bowl-esque. It doesn’t work like that anymore,” Lock mentioned, citing elements like declining TV viewing figures, media fragmentation, and the affect of social media.
Final yr’s John Lewis Christmas advert obtained about 100 million views, 50 million of which got here from social media earlier than it ever aired on TV, she identified.
“Our problem is to maintain the dialog going,” Lock mentioned. “The factor we’ve got to do essentially the most is to be sudden. Like a film franchise, if you recognize what’s coming, it will get boring.”
