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Here’s The ‘Most Engaging’ Christmas Advert Of 2018, According To Face Analysis
By Mikelle Leow, 27 Nov 2018
Video screenshot via Heathrow Airport
Despite the immense buildup created for the John Lewis Christmas commercial featuring Elton John, it’s—surprise, surprise—nowhere among the top 10 most interesting holiday adverts this year. At least, that’s according to analysis by a face-reading AI.
In a new report released by emotional intelligence AI firm Realeyes, the title for “most engaging” Christmas 2018 film goes to Heathrow Airport’s ad by creative agency Havas London.
The spot features ‘Doris and Edward Bair’, who head home to the UK from Florida, where their retirement home resides.
According to Realeyes, the film reached “four peaks of happiness” across various gender and age groups in the study of 200 participants, who were asked to watch 20 festive ads.
Viewers were apparently most intrigued during the opening scenes of the bears in Florida, in addition to the kissing scene at the airport. It received the most positive comments (87 percent) and least complaints, as well as earned itself an engagement score of 8.99 out of 10.
Following closely is Debenhams’ ad (8.55 out of 10), along with Visa (8.46), Cadbury (8.40) and KFC (8.35).
John Lewis’ spot, although parodied by several competitors, only came in 12th place with a score of 7.8.
Colin Pye, creative director at Realeyes, detailed that Heathrow Airport bagged the winning title likely because it had “the most emotional engagement.”
“Let’s face it, watching teddy bears sunbathing and FaceTiming each other—it’s hard to watch without a smile on your face.”
Watch the adorable film, as well as check out the study’s ranking of 19 most engaging Christmas ads, below.
Image via Realeyes
[via Campaign, video via Heathrow Airport, images via various sources]
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