In case you haven’t seen them yet – there’s an early Christmas battle going on between M&S and John Lewis for who can produce the best festive advert. I say ‘battle’ but it’s been won hands down by John Lewis for this wonderful, charming story. In case you haven’t seen the M&S one, have a look, if you dare, here. It’s basically, everything that was quite clever and well executed in the collective ‘Perfect Day’ remake for Children in Need, but made bloody horrible by using the X Factor contestants. Honestly, it’s just unpleasantly “"sixth-form-project”.

One key element here, in tapping into the Christmas market, is getting the tone, sentiment, and festive spirit *just right*. What underpins all of this is the soundtrack – get that wrong, and you’re on the back foot from the off.

John Lewis have used a wonderful, understated and elegant remake of the Smiths’ classic ‘Please Please Please Let Me Get What I Want’, evoking an emotional feeling in those watching it, and – if initial reaction if to be considered – making is a success and something people are sharing across social media.

The M&S advert however, has a clumsy, hard on the ears and downright unlistenable cocktail of different vocals, vocal styles, and most importantly vocal abilities. Say what you like about Frankie being apparently quite rock ‘n’ roll and meaning well, but let’s be honest, that guy CANNOT sing. He just doesn’t suit ‘When You Wish Upon A Star’.

The soundtrack is the key to associating emotion and sentiment in the brain – if you have that fixed in, the advert is memorable for the right reasons and something people want to share and comment on. Watch the ‘Where The Wild Things Are’ trailer if you don’t believe me – it’s a wonderful example.

John Lewis hit the nail on the head, but M&S has sadly missed this entirely.

*UPDATE* we told you it was all about the music – someone’s done a minor mash-up using the theme from the Shining instead. changes it somewhat….

@wonky_donky

The DERTy types at Edelman (that’s those of us who work in the Digital Entertainment, Rights and Technology practice) are gearing up for the launch of this year’s study:  Value, Engagement and Trust in the era of Social Entertainment.  We go live tomorrow so watch this space…

But what do you remember most about the entertainment landscape if you think back to 2007? We thought it would be interesting, ahead of releasing the new findings, to take a look back at the headline stats from the last five years.  Wow how far we’ve come…. Early studies were dominated by the debates around illegal file sharing, how much consumers were willing to pay for content and the emerging power of social networks.  In some ways a lot has changed – and in other ways nothing has.

We should add that the methodology for the study has changed a little across the five years as we’ve grown to look at a wider pool of consumers in the UK and US.  So a statistician wouldn’t be happy about comparing year on year.  However – we think this little slideshow gives a nice little summary of the evolution of the sector.  If you’d like to know more about each specific year, what was asked and who was asked, then please just drop us a note in the comment section.  You can see last year’s findings here.

If you can’t attend the event tomorrow, you can still take part by using the hastag #SocialEnt.  You can also have a listen to our podcast last week, with Matt Locke, Richard Sambrook and Luke Mackay, which sets up some of the themes of tomorrow’s study.