John Lewis, however, has slipped down the charts with its "Moz the Monster" ad, by Adam&Eve/DDB, achieving third place behind McCann UK’s Aldi ad with Kevin the Carrot. John Lewis' likeability score of 37% is the lowest since the research started three years ago. Last year, its "Buster the Boxer" ad topped the same chart with 52%.
The Adwatch Christmas Likeability poll was conducted by TNS among a representative sample of 1,000 UK consumers. Campaign selected the ten Christmas ads in the table and the British public are asked whether they like them.
Sainsbury’s festive campaign, the first for the Christmas season from Wieden & Kennedy London, and Argos’ spot from CHI & Partners were the least popular of the 10 ads, scoring a likeability factor of just 26%. In 2015, Sainsbury’s was in first place and last year in fourth.