UK’s First Official Reaction to John Lewis Advert Reveals John Lewis’ ‘Buster the Dog’ Advert is Nation’s Third Favourite

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Ad Tech Daily
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  • John Lewis’ ‘Buster the Dog’ advert has been ranked third by consumers (22%), after the store’s Monty the Penguin (26%), and Man on the Moon (25%)
  • Consumers are more interested in this year’s advert’s storyline (32%), rather than the soundtrack that accompanies it (12%)
  • When asked to describe the advert, most said it is more ‘cute’ (57%) and ‘heart-warming’ (48%), rather than festive (37%) or funny (37%)

OnePulse, the UK’s fastest app for measuring public opinion, has this morning revealed the first official reaction from UK consumers to the eagerly awaited festive advert brought to us by John Lewis.

The store’s Buster the Dog advert has been ranked third popular (22%), compared to 2014’s Monty the Penguin which came in as the nation’s favourite (26%) and last year’s Man on the Moon (25%) coming in as a close second (24%).

When viewers were asked what elements of this year’s advertising campaign they liked most, they chose ‘Storyline’ first (32%), followed by characters (27%), animation (19%), and lastly, the soundtrack (12%).

Buster the Dog’s appearance in this year’s ‘happy’ rather than ‘sad’ advert have been described as ‘cute’ (57%) and ‘heart-warming’ (48%) rather than festive (37%) or funny (37%).

Comments shared in response to watching the advert ranged from ‘Who buys an outdoor trampoline at Xmas’, to ‘Lovely, made me laugh, cry and smile, all at the same time’.

Nick Walter, OnePulse Chief Marketing Officer comments on the nation’s response to the advertising campaign: “As the UK’s most eagerly awaited signpost for Christmas, the nation’s response is always of interest.

“Our results show that this year’s John Lewis advert has not pulled at the heartstrings as much as previous ads, however this is the immediate reaction, so we’ll asking again in a week or so and see if that has changed.”

Data methodology – OnePulse surveyed 650 people in the UK on 10th November 2016.

About OnePulse:

  • OnePulse is the UK’s fastest app for measuring public opinion. The app launched in January 2014, and its 2.0 version is due to launch in January 2017.
  • OnePulse enables anyone who wants to gauge public opinion, to do so, simpler, faster and more cost effective than ever before.
  • OnePulse’s speed and high user engagement is achieved by delivering interesting content that is tailored to the interests of each app user. This approach encourages better engagement, which results in faster response rates and genuine opinions for less investment. OnePulse financially rewards its users for just 25% of the opinions they share.
  • Each ‘Pulse’ via the app includes just three questions, making it quick and easy for users to answer on-the-go. Meanwhile, the Pulse owner can sit back and watch opinions appear in real-time on their dashboard.
  • OnePulse uses smart technology to guarantee people’s opinions are honest and considered. These people can then be accessed again and again, whether that be individually, as part of a panel, or as a supportive case study.
  • 2015 was a significant year for the business; securing a $1m+ round of funding that was used to grow the client base, significantly increase company revenue and develop a second-generation web platform and mobile application.
  • OnePulse’s clients include 25 percent of the top 50 London advertising agencies, as well as large enterprise brands such as Coca Cola, Tesco, Aviva and Marks and Spencer.