THE JOHN LEWIS EFFECT

BIG BUDGET CHRISTMAS TV ADS

SO LETS MAKE ARE OWN RADIO VERSIONS!

CHRISTMAS COMMERCIAL

• 60 seconds
• Tell a story
• No offers or "in your face" sales pitches
• Just a nice Christmas Tale about the client

CHRISTMAS COMMERCIAL

• If they've got the budget, use a celebrity storyteller
• Maybe use local panto stars
• We're talking big, lush, memorable productions
• At a fraction of the price of the big TV ads!

CHRISTMAS COMMERCIALS

• Creative and sales should highlight potential clients
• Work out a 60 second campaign.
• Work on a demo script (remember you don't need offers).
• Start the ad with an introduction Eg;
• "And now for a very special Christmas commercial".

EXAMPLE IDEAS

• The Lonely Carpet
• How the garage mended Santa's sleigh
• The last Christmas tree in the garden centre
• The Car that helped Santa on Christmas Eve
• And so on.....

THE PITCH

• Show the TV ads to the client
• We can create the same buzz for them!
• And it's a lot less than John Lewis paid!

LET'S MAKE RADIO HISTORY FOR OUR CLIENTS!