Observed Signal · Nov 6, 2025 · Technical Release · Source: ExchangeWire · Impact: 4/5 · Sentiment: Positive
John Lewis Ad Delivers Unmatched Emotional Impact This Christmas
DAIVID analyzed John Lewis's Christmas ad 'Where Love Lives' by Saatchi & Saatchi and found it to be the retailer's most emotionally engaging festive campaign in nearly a decade. The AI-powered study measured viewer emotions and reaction, noting that 55.8% of viewers displayed intense positive emotions, and that the ad is 15% more likely to generate positive emotions than the average advertisement. The study also said the campaign is the most emotionally engaging John Lewis Christmas ad since 2016's 'Buster The Boxer'. The ad's storytelling centers on a father and son, set to the 1990s club classic 'Where Love Lives', and the narrative underscores nostalgia and meaningful gift-giving. DAIVID's analysis claims the solution combines facial coding, eye tracking and survey data with computer vision and listening technologies, and includes John Lewis ads dating back to 2010.
Technical release of an AI-powered platform study revealing high emotional engagement metrics for a John Lewis Christmas ad; indicates industry-wide relevance in ad effectiveness measurement.
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Key Takeaways & Evidence Grounding
- The ad 'Where Love Lives' generated intense positive emotions from 55.8% of viewers.
- It is 15% more likely to generate positive emotions than the average ad.
- DAIVID states it is the most emotionally engaging John Lewis Christmas ad since 2016's 'Buster The Boxer'.
- The campaign was created by Saatchi & Saatchi.
- The ad features a father-and-son story set to the 1990s club classic 'Where Love Lives'.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Disney's 'Best Christmas Ever' Tops Emotional Ad Rankings
Disney's 'Best Christmas Ever' topped DAIVID’s festive emotional-engagement rankings, based on an analysis of 105 Christmas ads using DAIVID's AI-powered Creative Data API. The heartwarming story of a girl whose doodle comes to life after Santa mistakes it for a Christmas wish elicited the strongest intense positive emotions, with 58.2% of viewers reporting such feelings—the highest of the season. Directed by Academy Award winner Taika Waititi, the ad finished first, ahead of Waitrose's 'The Perfect Gift' (second) and John Lewis's 'Where Love Lives' (third). Lego and Tesco also placed in the top five, with Gap, Walmart and Barbour in the top 10; Asda (11th), Aldi (13th), and Sainsbury’s and M&S Food (joint 14th) just outside the top tier. The methodology blends facial coding, eye tracking, surveys, computer vision and audio analysis to predict emotions across 39 feelings, with intense emotions defined as 8–10 on a 1–10 scale. Data compiled Nov 17, 2025 at 6am.
Liquid Death Media Chief Seeks LiveRamp Alternative Post-Publicis Deal
Liquid Death's chief media officer, Benoit Vatere, is seeking an alternative to identity graph provider LiveRamp following Publicis Groupe's acquisition. Vatere stopped using LiveRamp in early August, citing concerns that Publicis, which works with competing brands like Evian and PepsiCo, could gain access to Liquid Death's customer data and buying patterns, potentially using them to benefit competitors. He is particularly wary of data being used to train Publicis's AI tools. Vatere rules out other holding company-owned solutions (e.g., Omnicom's Acxiom, WPP) for the same reason. He is considering independent providers but insists on contractual clauses that terminate the relationship and delete data upon any change of ownership. The LiveRamp contract expires at the end of the year. Analysts note that clients generally worry less about privacy and more about structural neutrality. Competition for alternatives from Snowflake or Databricks is emerging. Publicis downplays the defections, as non-Publicis business accounts for only about 5% of LiveRamp's revenue.
Publicis ownership of LiveRamp splits marketer opinion
Publicis Groupe's $2.2 billion acquisition of LiveRamp has raised significant concerns among marketers and rival agencies about data neutrality. Prior to the deal, LiveRamp's independence was its key advantage, providing neutral infrastructure for brands, publishers, and retailers. Now, with Publicis ownership, incentives may shift, potentially compromising trust. The FTC imposed a 5-year ban on certain data use to protect customers, but loopholes remain. Rivals like WPP and Omnicom are pursuing alternative identity solutions, and clients are exploring options like InfoSum or Real ID. Meanwhile, LiveRamp's RampID remains a leading alternative ID, and its OpenAI partnership adds value. The acquisition occurs amid broader industry shifts toward probabilistic and contextual targeting, and Apple's restrictions on identity resolution. Data autonomy is becoming a critical battleground in AI-driven marketing, and CMOs are advised to be cautious about entrusting proprietary intelligence to a company owned by a major holding group.
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