Detailed Summary of "On Strategy Showcase" Podcast Episode: Live from Chicago: The Holiday Ads Special
Podcast Information:
- Title: On Strategy Showcase
- Host/Author: Fergus O’Carroll
- Description: Where marketers tell the stories behind the strategies that led to amazing campaigns.
- Episode: Live from Chicago: The Holiday Ads Special
- Release Date: December 16, 2024
1. Event Introduction
Fergus O’Carroll opens the episode with enthusiasm, welcoming listeners to the finale live show of the year held at the Merchandise Mart in downtown Chicago. He expresses excitement about the sold-out event, which hosted approximately 260 attendees. Fergus extends gratitude to local sponsors HIDIVE and Creative License, as well as international live tour sponsors WARC, Tracksuit, and the EFFIES. He emphasizes the collaborative effort in transforming the venue into a winter wonderland for the holiday ad special.
"We had a sold out crowd. I think we had about 260 people who came to the Merchandise Mart in downtown Chicago." [00:00]
Fergus introduces the format of the special: a live recording featuring various holiday advertisements from the UK and the US, with an analysis based on ratings provided by System One.
2. Introduction of Panelists
Joe Neo welcomes a distinguished panel of marketers and strategists:
- Andrew Tindall: SVP of Partnerships at System One.
- Sam Seskow: Head of Strategy at Leo Burnett, Chicago.
- Chad Browdy: Chief Creative Officer and Co-Founder of HIDIVE.
3. Methodology: System One Ad Ratings
Fergus outlines the episode's structure, explaining that System One will provide ratings for various holiday ads. These ratings are based on consumer responses, focusing on emotional impact, brand recognition, and long-term advertising effectiveness.
"System One has been gracious to be here. They're not a sponsor. They are here because they're a friend of the show." [04:06]
Chad Browdy delves into System One's testing process, highlighting metrics like the Star Rating (predicting long-term positive effects) and Spike Rating (capturing immediate market demand). He underscores the importance of ad fluency—how quickly and effectively consumers recognize the brand.
"Our star rating predicts the long term effects... Advertising can't be boring." [09:16]
4. Analysis of Top Holiday Ads
a. UK Top Ad: Kevin the Carrot by Aldi
Chad introduces the UK’s top-rated holiday ad, featuring Kevin the Carrot, a character associated with Aldi. The ad subtly blends humor with strong brand recognition, making it instantly identifiable.
"Kevin the carrot is now famous, you know, a celebrity." [09:15]
System One rates this ad a 5.9, the highest of the season, praising its fluency and emotional resonance.
"It's the highest scoring ad this season on our star rating." [09:16]
b. US Top Ad: AI Run
The leading US ad features an AI-driven narrative. Chad discusses the novelty and slight controversy surrounding AI's role in advertising, emphasizing that the ad's effectiveness stems from decades of human creativity rather than AI originality.
"Why do we think it's so effective? It's because of 30 years of human creativity." [11:37]
This spot receives a 5.9 rating, reflecting its strong emotional impact despite mixed initial reactions.
c. Favorite Pick: "Fuzzy Feelings"
Chad presents his third favorite ad, "Fuzzy Feelings," which tells the story of an office worker coping with a grumpy boss by creating a stop-motion film. The narrative shifts when the boss becomes more understanding, leading to a heartfelt reconciliation.
"She starts to think of him differently. Her tone shifts to understanding and kindness." [13:06]
Despite personal admiration, consumers rate it 2.2, highlighting a disconnect between creative intent and audience reception.
d. JD Sports 2024
Joe introduces the JD Sports ad, celebrating everyday family bonds in a working-class London setting. The ad's authentic portrayal resonates well with the target audience.
"It feels very uncommon. Another spot I keep crying out..." [18:04]
Consumers rate it 3.0, maintaining its status but reflecting a moderate emotional connection.
e. Sam's Pick: Cranberry Bog for Ocean Spray
Sam shares her favorite, an absurd yet humorous ad where mundane holiday gatherings transform into a cranberry-filled cranberry bog, enhancing the festive spirit.
"It's just absurd, but it makes me laugh." [21:54]
This ad scores 3.1, slightly above Sam's initial prediction.
f. Norwegian Post Ad: Make Christmas Great Again
This ad portrays Santa in a humorous light, grappling with obsolescence due to Norway's efficient postal service. Chad discusses its dark humor and unique approach to brand storytelling.
"Santa is portrayed as an angry white man... a darker version of what we just saw." [29:49]
It receives a 4.1 rating in Norway, demonstrating cultural specificity in consumer response.
g. Long Wait – John Lewis 2011
A classic John Lewis ad narrates the anticipation of Christmas through a young boy eager to give a gift to his parents, subverting expectations with a heartfelt twist.
"Christmas morning arrives and we discover that the boy wasn't excited because he wanted gifts for himself." [36:30]
Consumers rate it 4.7, indicating enduring emotional appeal.
h. Amazon 2022
This ad features a father using Amazon to create a real-world snow globe for his daughter, blending sentiment with subtle brand placement.
"Joy is made with the help of others." [42:53]
Surprisingly, it scores a 5.9, showcasing its exceptional storytelling and emotional depth.
i. Holiday Magic by Kohl's
Chad presents a Kohl's ad where a father reconnects with his teenage son during a winter trek. The narrative emphasizes rekindling lost connections, backed by a powerful musical score.
"Most parents understand this when their kid comes from a certain age." [47:06]
The ad garners a 5.6, reflecting its strong emotional resonance.
j. Misunderstood by Apple
An Apple ad titled "Misunderstood" features a teenage boy who appears disengaged but is secretly documenting his family's holiday moments. The reveal highlights the positive use of technology to strengthen family bonds.
"He connects his phone to the TV and plays what he has been creating all along." [55:15]
Consumers rate it 4.0, appreciating the emotional narrative despite some brand recognition issues.
k. Monty the Penguin by John Lewis
Chad discusses the latest John Lewis ad featuring Monty the Penguin, an imaginative friendship narrative that has extended into merchandise and broader brand storytelling.
"Monty the Penguin became this massively, positively selling, sold out the little versions of Monty the stuffed animals." [62:29]
This spot achieves a 5.9 rating, positioning it as one of the highest-scoring ads of the season.
l. Final Spot: Harvey Nichols – "Sorry, I Spent It on Myself"
The finale features a Harvey Nichols ad where gift-givers present simple gifts to their families while indulging in luxurious purchases for themselves, underscoring the adage "it's the thought that counts."
"The camera takes us into the homes of various families on Christmas morning." [68:08]
The ad wraps up the showcase with a humorous and reflective take on holiday gifting.
5. Discussion on Effectiveness and Ratings
Throughout the episode, the panel discusses the disparity between personal admiration for certain ads and their consumer ratings. Chad highlights that marketers often perform no better than chance in predicting ad effectiveness, referencing research by Baron Sharp.
"Marketers can select a high performing ad around 51% of the time." [71:28]
This underscores the complex relationship between creative intent and audience reception.
6. Conclusion and Show Highlights
As the episode winds down, Fergus and the panel tally their personal scores based on the ads discussed:
- Joe Neo: 10.2
- Sam Seskow: 13.0
- Chad Browdy: 12.0
- Fergus O’Carroll: 16.6
Sam emerges as the top scorer, followed by Fergus, Chad, and Joe. The panel reflects on the emotional power of holiday advertising and its ability to connect deeply with audiences.
"The magic of what we do and, and the impact that it can have on people and how they feel about brands is incredible." [72:05]
Fergus extends heartfelt thanks to the Chicago community and the sponsors, wishing everyone happy holidays.
"Thank you, Chicago. Wish everybody happy holidays and a merry Christmas." [73:14]
The episode concludes with warm farewells and anticipation for the next year's showcase.
Notable Quotes:
- "Advertising can't be boring." — Chad Browdy [09:16]
- "It's because of 30 years of human creativity." — Chad Browdy [11:37]
- "We cry, literally. We laughed. It was a lot of energy in the room." — Fergus O’Carroll [03:42]
- "Connections begin when barriers break." — Fergus O’Carroll [56:25]
- "Joy is made with the help of others." — Sam Seskow [44:20]
- "Mountains the Penguin became this massively, positively selling, sold out the little versions of Monty the stuffed animals." — Chad Browdy [62:33]
This episode of On Strategy Showcase offers a comprehensive and insightful analysis of holiday advertising strategies, exploring the delicate balance between creative storytelling and consumer engagement. Through expert panel discussions and real-time ratings, listeners gain a deep understanding of what makes holiday campaigns resonate and leave lasting impressions.