Understandably there's been quite some fuss about the John Lewis 'Hare and Bear' Yuletide spot. Not only is it high profile and eye-catching, but the cartoon alone cost somewhere in the region of £7m. With that sort of investment, you 'd hope it was 2013's finest example of Christmas advertising - but it isn't.
Admittedly the campaign for WestJet airlines only ran in Canada. Nevertheless, that doesn't prevent it from being the smartest, most effective and truly experiential work this copywriter has seen in many months.
As you'll see from the video, the concept is pretty straightforward. Ask your passengers what they would like for Christmas, then buy it for them - whatever it is. It's an audacious gambit, but one that clearly works a treat. In fact, it succeeds on so many levels, it's a wonder nobody has done it before.
Beginning with a fairly predictable, seasonal poem, we are rapidly immersed in something truly original. Using the automated check-in screens, WestJet identified the names of selected travellers and greeted them with a real-time image of Santa Claus (in brand-colour blue uniform, of course). This is the point the customer is asked what they would like to receive. Imagining the conversation with virtual Santa to be nothing more than a novel, momentary Christmas message from the carrier, the passengers board their flight to Hamilton.
However, there was something they didn't realise. While they were in the air, a team of shoppers was tearing around their destination city, actually buying the gifts they'd requested. Next, the goods were transported to Hamilton airport and wrapped.
Then, quite brilliantly, as the disembarking crowd gathered at the luggage carousel, the presents - complete with blue ribbons - appeared on the conveyor belt. Their faces are a delight to behold. When blue Santa appears in person, the treat is complete. Fantastic.
What WestJet have tapped into, is the notion of giving something back. In this instance, quite literally. All too often, elaborate campaigns are little more than fancy persuaders. Entertaining and enticing enough, but still asking for little more than the punter's custom. This is something different. It asks nothing of the customer, but delivers huge helpings of goodwill and pleasure. Once filmed and distributed, these emotions are spread far beyond the initial lucky recipients.
Does this make Canadians better disposed to the WestJet brand? I should say so. The viewer is left with the undeniable impression that the airline genuinely cares about its customers, and has invested time, effort and money into proving it. The campaign makes superb use of technology, seasonal appeal, viral video and dynamic engagement to exceed audience expectations by a country mile.
I have no doubt the airline will feel the benefit of this activity well into the new year. And, without wishing to be cynical, the campaign will reflect very positively on their bottom line.
This exercise probably cost a fair few dollars, but the return on investment will be substantial. What's more, we can be pretty sure the budget was considerably less than £7m. John Lewis, take note.
Magnus Shaw is a copywriter, blogger and consultant
