Do you really know? Why are Christmas adverts so moving?
Dec 18, 2025
The recent John Lewis Christmas advert tells the heartfelt story of a man learning to skateboard for his foster daughter. Research shows that narratives are more memorable than facts, which is why emotional storytelling is crucial in ads. The podcast discusses the impact of the iconic 'The Long Wait' advert and how charity ties enhance these campaigns. It highlights the importance of emotional resonance and the clever use of slowed-down music to evoke feelings. Learn why these elements make Christmas adverts truly unforgettable!
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Stories Stick Better Than Facts
- Princeton research shows stories are easier to remember than facts, making narrative adverts more memorable.
- John Lewis harnessed this to make emotional storytelling central to their Christmas campaigns.
The Long Wait Changed Everything
- John Lewis's 2011 advert The Long Wait shows a boy giving his parents a gift instead of opening his own presents.
- The advert shifted focus from products to storytelling and boosted sales by 9.3%.
Emotion Plus Effort Amplifies Impact
- Successful adverts combine emotion with a small cognitive effort to interpret the story for greater reward.
- Dr Anna-Maria Hanlon and Dr Janet Littlemore both highlight emotion and viewer engagement as keys to success.