This years John Lewis Christmas advert appeals to audiences with 2 distinct features: a cute, animated protagonist & a fantasy setting.
The cute CGI dragon, named Edgar, would likely appeal to the audiences need no nurture, as through the advert poor Edgar seems to ruin everything around him accidentally, which results in the dragon getting exiled (also, his large, animated eyes). This makes the audience empathize for the dragon.
The fantasy genre has always been a favorite of audiences for a while now. With movies like the Lord of the Rings franchise making the genre quite popular. Referring to Young and Rubicam's 4C model, the advert would appeal mostly to the explorer, as nobody in the audience would have experienced the medieval times and would intrigue the people willing to research it further. It would have also attracted the mainstreamer, as the John Lewis Christmas advert has itself became a bit of a national phenomena.
Staying on the topic of fantasy settings, the ever so popular Game of Thrones attracted audiences with its intricate story lines and its sex appeal. This would have attracted both mainstreamers and the explorer. As the show was aired on the popular channel HBO in the USA and Sky in the UK, many eyes would have been attracted to the brand. and for the explorer, there are many different areas and houses in the show that would appease them.
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