From Megan Little
What captures the spirit of Christmas more than children waiting up to see Santa? In walk for adorable children waiting with L.L. Bean’s latest headlight. It lights up the room enough that Santa wont notice the kids waiting and prepared to catch him in action. The children stay awake for as long as they can and finally fall asleep without the hassle of a flashlight.
“Tis the season to find the kid in all of us”.
There is an unspoken truth to the fact that as we get older we lose the magic of Christmas and all of the fairytales go away with it. What L.L. Bean is trying to do is bring that back in someway by showing how we can use one of their products to get that feeling back, even though we know will probably never to wear it and wait up for Santa with a headlamp.
“Make memories that last start with gifts that will last.” Their product is something that’s going to last in our memories and hearts because we’re going to use that to create memories. And in the same token they have quality products that will last as long as the memory’s last.
Finally the real message here. “Enjoy free shipping and great values on your holiday shopping from L.L. Bean”.
This commercial isn’t loud in-your-face it’s very calm and the music underneath is very happy and makes you think of little memories of waiting up and excitement anticipation for Santa for the gifts that you’re going to get. The whole add is comprised of 3 sentences. Two of them being more emotional, and the third one presenting facts about the store. It’s not exactly logos in informing that there is free shipping, but it’s not not logos. The double negative sounds weird here, but there are many stores that offer free shipping, so why should this one stand out.
The act is waiting for Santa Clause to come down the chimney. This is a common act for children to want to wait up for Santa. It’s logical that they would use this, as well as it pulls on the creditability and emotion that we as a society have mostly all been at some point a member in this scene waiting too. We are our own credibility.
The scene is Christmas– Christmas eve. It’s night time. All is calm, all is bright. Sounds like a Christmas song, right? The whole scene sets the viewer in the mood for the night that everyone has been waiting for. This is the moment that everyone get’s excited for, this is what Falalalala Lifetime, and 25 days of Christmas ABC’s family prepare most of us for. This scene is important, because although it is not the loudest of the messages, doesn’t mean it is not hold a heave weight in terms of persuasion. This is one of the most persuasive messages, because it’s not in your face. It is a message that is widely understood with out explanation, which makes it more persuasive. It’s something you already choose to believe.
The agent the children are performing our former children selves and when we were little waiting for Santa. Now, obviously not everyone is told about Santa but it’s pretty common knowledge that there’s a hope for it.
The agency that is used doesn’t exploit children an obvious sense. Really would you see children usually picking up and L.L. Bean catalog? But now they probably do want those headlights to search for Santa. And the parental buyers of L.L. Bean will appreciate the ad and it doesn’t spoil anything about who Santa is. The agency is set up so well here, down to the music that is played and the soft calm voice that comes on telling us it’s free shipping online.
The odd part about this commercial message is that Santa is attributed with Christmas and at the end the ad says enjoy your “holiday shopping”. If they assume children wait for Santa and Santa equals Christmas why wouldn’t they say Merry Christmas? Or “Christmas Shopping”
The purpose is clearly to sell products. That is what advertizing is. They told it using a story we can relate to, like Fisher describes, and incredibly, they do it without words.
The attitude for this piece is a sweet remembrance for the days when we waited for Santa, it’s also in the interest of promoting their “great deals” and “free online shipping”
The Dramatism in this is used to display the ideal Christmas night. Now that I’m older I know that my parents spent many hours wrapping gifts and preparing for the morning to come. In terms of Berks paradigm the most important ratio for this commercial is the scene and the agency. The scene is important to the ratio because it’s the most emotional tie that across the board everyone has a part of. It’s a good assumption that all Americans celebrate something on December 25, whether that is going to a movie, or eating Chinese food. There is a tradition that people can relate to and hold onto. The agency it’s using here is complete and motion there is some logic to be said that Christmas makes memories but after that they’re pulling out all the stops on the emotion category. Christmas is usually a fun time for people so when they pull on the heartstrings it works. It works to the point that my dad liked this commercial enough that he almost wanted something from L.L. Bean. Together this paints the ultimate picture for motive from the L.L. Bean creative team: Create a commercial that all can emotionally be invested in, and bring back the memories of Christmas for adults who now purchase from them.
From Megan Little