Battle of the emotive Christmas ads: David Jones v John Lewis

david Jones ChristmasDavid Jones was one of the first brands to launch its Christmas campaign this year, with many touting it as Australia’s answer to the much-celebrated John Lewis Christmas spots which typically tug at the heart strings.

The week after John Lewis released its own Christmas spot which has created a lot of buzz on social media with more than 15m YouTube views to date, while David Jones’ has just 100,000.

John Lewis ChristmasBut while there is a huge disparity in views (albeit the John Lewis ad is targeting the much larger UK market) –  which one resonates most emotionally with audiences.

realeyes logoUsing the RealEyes tool, which accesses users webcams to track facial expressions to gauge emotional reaction to content, Mumbrella is pitting David Jones’ ‘The Things We Do For Love’ against ‘Monty the Penguin’ to determine exactly how viewers are responding to these spots.

You can see more about the RealEyes system here. To participate it is best for users to be using either Firefox or Chrome browsers, and you must give permission for RealEyes to access your webcam. All data gathered is strictly confidential.

Mumbrella will post the results later this week.


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