Lo spot John Lewis Christmas Advert e le sue parodie (di Laura Luise)

John Lewis Christmas Adv 2013
e Le Parodie
Luise Laura - Sociologia della Comunicazione – anno 2013/2014

1864 Apertura del primo negozio in Oxford Street a Londra. 1929 Primo Trust Settlement: the John Lewis Partnership. I profitti , da questo momento, vengono distribuiti tra tutti I Partners. 2011 Le vendite raggiungono £3.33bn 2013 Aperura di 39 negozi in UK 90,000 I Partners della JL
Un po’ di storia

Dal 2007
John Lewis usa la TV per costruire un collegamento emotivo con la nazione con ingenti investimenti OBIETTIVO : aumentare la propria presenza in un mercato competitivo
Parallelamente apre la comunicazione anche attraverso Canali alternativi
ALTRI CANALI
SITO
http://www.johnlewispresscentre.com/
YOUTUBE
https://www.youtube.com/channel/UCa1yUHQmV6Z0PpAUtfgNd9g
FACEBOOK
http://www.facebook.com/johnlewisretail
TWITTER
https://twitter.com/johnlewisretail
Facebook
YouTube
Twitter
Iscritti
29.149
Visitatori
132.872
28.978.586
Like
738.150
Tweet
15.700
Follower
128.000

2013
Nuova campagna Adv di Natale in TV- viene trasmetto 8 novembre durante la trasmissione serale di X-factor
John Lewis Christmas Advert 2013 - The Bear & The Hare
Agency: adam&eveDDB Costo : 7 millioni di sterline
https://www.youtube.com/watch?v=XqWig2WARb0&list=PL42D9D81CBD8DB11E
Link al sito JL da cui poter
•Scaricare eBook interattivo “The Bear who had never seen Christmas”
•Guardare il “making of” dello spot
•Acquistare su iTunes la colonna sonora dello spot
•Creare Christmas Cards
•Acquistare gadget
•Accedere a Twitter Target : le famiglie, i bambini Obiettivo: creare engagement, serialità
Numero Visite : 12.705.934 Numero Like : 85.865 Numero Dislike: 2.742 Numero Commenti: 7.770

• When I first watched this video a couple of months ago, I just cried ... and I did it again now, it's so touching
• Beautiful music is the art of the prophets that can calm the agitations of the soul;
• Very beautiful message and video! Congratulations!
• Now THIS is a Christmas advert, love JL, best store in the UK by far IMO. Fantastic customer service.
• For kids of all ages, Happy Holidays!
Tipologia di Commenti

Dall’analisi di 5 parodie emerge che: Elementi su cui le parodie fanno leva sono
- Buoni sentimenti del Natale
- Aspetto “tenero” dei protagonisti
- La colonna sonora
- Il consumismo nascosto ( nel AdV originale non appaiono mai prodotti)
- Il richiamo ai film di animazione di Walt Disney
- Le prime parodie nascono gia’ nel 2008 ma solo nel 2013 si ha una produzione maggiore  serialità Analisi dei commenti
-Emerge il Modello di Encoding e Decoding di Hall
-2 categorie: POSIZIONE DOMINANTE POSIZIONE DI OPPOSIZIONE – messaggio ridefinito in una cornice di riferimento alternativa Ci sono 2 momenti distinti di encoding e decoding 1. encoding della John Lewis  decoding da parte degli autori delle parodie 2. encoding delle parodie  decoding degli spettatori RISULTATI
-Spreadability
-Circolazione dal basso
-Nascono ulteriori fenomeni derivati
Le parodie su YouTube

https://www.youtube.com/watch?v=ZgXfWmgA9NE
1° Parodia
Numero Visite : 78.357 - Numero Like : 161 - Numero Dislike: 92 - Numero Commenti: 42

• Lol
• Absolutely brilliant
• It is a good parody though
• Best I've found.
• Merry Christmas!!!
• Very good!!!
• Got to admire the effort in making the original and the hilarity for this parody :-D
VIDEO DERIVATI
Autore : KeithFK
Presente con un canale su YOUTUBE
https://www.youtube.com/user/KeithFK/
Numero iscritti: 102
Numero visualizzazioni: 82.427
Redattore di un Blog
http://www.madcrazydaft.co.uk/bloggy/
• You little bitch why do you make it
• sick man
• Nooooo who would do this Horrible :(

https://www.youtube.com/watch?v=wxWvxn8PV5k
2° Parodia

• A great alternative to the John Lewis advert.
• lol you should send it to them
• Brilliant.
• That is soooo horrible :( how could u do that to such a sweet advert?
• You have reined it to shit like u
VIDEO DERIVATI Autore : The Poke Written and performed by Sarah Campbell. Directed by Tom Levinge. Presente con un canale su YOUTUBE https://www.youtube.com/user/PokeHQ Numero iscritti: 23.033 Numero visualizzazioni: 21.307.077 Sito http://www.thepoke.co.uk/ Presente su TWITTER e FB SHOP on line http://www.shotdeadinthehead.com/thepoke.html?utm_source=TP_HP_SD_CP&utm_medium=LN&utm_content=TE&utm_campaign=The%255FPoke%255FShop%255FButton Newsletter http://forms.sign-up.to/?fid=1937&cid=14424

https://www.youtube.com/watch?v=GIImDUPSCT0
3° Parodia

•Excellent... you must see this!
•Awesome parody of the John Lewis hare and bear
•Now THIS is a Christmas trailer...
•This! I love this! I want this to be my Christmas!
•That is soooo horrible :( how could u do that to such a sweet advert?
•You have reined it to shit like u
VIDEO DERIVATI Autore : RedshirtFilms Presente con un canale su YOUTUBE http://www.youtube.com/user/iamtimhelsing/about Numero iscritti: 960 Numero visualizzazioni: 105.813 Sito http://www.redshirtfilms.com/ Presente su TWITTER e FB

http://www.youtube.com/watch?v=ro7KU_PnYSU
4° Parodia
Numero Visite : 410.564 - Numero Like : 2.171 - Numero Dislike: 442 - Numero Commenti: 211

• That was great, much more truthful than the original.
• Hahahaha nice.
• thos 422 people who disliked this vid have to have there head cheacked coz this vid is still making me laugh an hour after I watched this
• As much as I like the John Lewis ad this is a good wake-up call that at the end of the day JL do just want your money (as with any other store). The fact this is the second result when you type "john lewis advert" into YouTube will no doubt result in a lot of hilarious trolling (not flaming - learn the difference mainstream media) and a brilliant response from John Lewis!
• maybe your 4 year old shouldn't be using the 'fucking' internet.
• It's YouTube, it's not a child proof website and facility for baby sitting. If you want that, use BBC iPlayer or another website that holds those expectations.
• Not a funny at all. Yes, John Lewis do want your money, but I wonder what sector you are in where you aren't making money from something? Everyone needs material possessions, and if you had done your homework, then you would have realised that John Lewis are one of the most, if not the most, ethical retailers. I see this only as an attempt to gain some attention out of someone else's success to feed your own hurt. I'm sorry for you for whatever has caused that!
• Not funny just says fk all the time
• Thanks for that. My 4 year old learnt a lot when he stumbled across it. Fucking twat more like.
• My 4 year old was watching a BBC documentary on whales when this came up as a suggestion. He thought it was a cartoon. I'm sure his preschool will be thrilled tomorrow when he tells them he wants to use the fucking laptops.
VIDEO DERIVATI Autore : amateurtransplants Adam Kay ( uno show man) Presente con un canale su YOUTUBE https://www.youtube.com/user/amateurtubing/about Numero iscritti: 3.893 Numero visualizzazioni: 1.814.504 Sito http://www.amateurtransplants.com Presente su TWITTER e FB

https://www.youtube.com/watch?v=Y-m0jjEpf_Y
5° Parodia

“This is very timely - a sad but brilliant attempt to get the British public to say 'enough is enough' to this government. Listen to the science and get real. Stop culling our badgers and start learning to love our magnificent wildlife not persecuting it.”
“Oh how sad that people have so little respect for the original writers, performers and the store this advert was created for. None of them have anything to do the the badger cull! What a sad bunch you lot are!”
VIDEO DERIVATI
Autore : HAPPY TOASTER
Presente con un canale su YOUTUBE
https://www.youtube.com/user/HappyToaster/
Numero iscritti: 878
Numero visualizzazioni: 3.092.825

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Lo spot John Lewis Christmas Advert e le sue parodie (di Laura Luise)

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