Campfire releases its analysis of 2024 Christmas ads using VibeCheck.
- Boots’ Christmas advert faced significant criticism with a high negative sentiment.
- John Lewis encountered mixed reactions with their emotional narrative.
- Coca-Cola’s AI campaign was met with skepticism due to perceived inauthenticity.
- Tesco topped positive sentiments while Lidl achieved an incredible 92% positivity.
Campfire, a social-first agency, has unveiled its analysis of the most talked-about Christmas ads of 2024, utilizing its new tool, VibeCheck. This sentiment analysis tool categorizes social media comments into positive, negative, and neutral, offering a real-time snapshot of public opinions regarding various campaigns.
Boots, unfortunately, found itself at the receiving end of audience dissatisfaction. Its ‘non-traditional’ approach was met with a notable 61% negative sentiment, as the brand’s campaign struggled to resonate emotionally with viewers. Comments from users described the ad as ‘the most un-Christmassy advert ever,’ revealing a general discomfort with its efforts to modernize traditional festive themes.
John Lewis presented ‘The Gifting Hour,’ an advert that managed to split public opinion. The advert garnered a 40% positive sentiment, yet also saw a 33% negative reaction. This varied response highlights the complexity in its emotional storytelling, where viewers were divided on its effectiveness.
Coca-Cola’s campaign, ‘The Holiday Magic is Coming,’ employed AI technology, resulting in a 41% negative sentiment. Audiences critiqued the advert for a perceived lack of authenticity and uninspired use of technology, demonstrating the challenge of integrating AI in capturing the traditional holiday spirit.
On a more positive note, Tesco emerged as the leader with a weighted positive score of +1.51, closely followed by Lidl, which achieved an astounding 92% positive sentiment with no negative comments. Lidl’s success was attributed to its adherence to a traditional Christmas aesthetic, which was warmly received for its simplicity and lighthearted approach.
Campfire’s analysis via VibeCheck highlights the decisive role authenticity plays in resonating with audiences in holiday campaigns.
