St Luke’s tries a sentimental roller coaster for Very.co.uk

St Luke’s has packed a bit of everything into this Christmas ad for online department store Very.co.uk: sentiment, cuteness and a bit of dreamy jeopardy. Certain easily pleased publications would doubtless term it “adorable.”

We don’t do adorable here but it’s got something (or everything).

And, of course, you can buy the dog. All these cuddly toys are getting a bit much. Was in Waterstones the other day, trying to guide a two year old past all the toys in the kids’ books department. The books had no chance.

Very seems to be wowing people on YouTube anyway, so it’s been noticed.

But how does it perform in the simplicity, surprise and a smile stakes?

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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