On her blog, Lauren writes about a John Lewis ad called “The Hare and The Bear.” She argues that what makes the ad effective is its focus on selling a message rather than mere products. The ad convinces its target market to “Give someone a Christmas they will never forget,” by visiting the John Lewis online store.

I particularly liked the ad she mentions and it particularly reminds me of the recent Chipotle, “The Scarecrow,” which also communicates a powerful message through incredible mis-en-scene. Both companies confidently spent a lot of money creating entertaining 3mn videos (north of $7 million), putting a wager on communicating a message over a product.

Chipotle’s marketing its use of ethical non-battery farm meat creates a lot of brand loyalty as it is a ‘social’ issue of tremendous importance to many consumers.

Here again, we can witness the effectiveness of online ‘viral’ videos as long as they communicate a message with the customers. (see previous post on Old Spice videos)