Harvey Nichols and Currys Christmas ads ‘more compelling’ than John Lewis’ #ManOnTheMoon

The British retailer was trounced by Harvey Nichols, Kwik Fit and Currys in a study by measurement firm Realeyes which calculated how people felt when they watched the ads by tracking their facial expressions.

As ‘Monty the Penguin’ came in at number one last year, the brand’s 2015 effort has fallen by six places in total – coming one place below its spoof video created by Aldi.

Rather surprisingly, Harvey Nicol’s tongue-in-cheek ‘Avoid Gift Face’ ad stole the top spot, and was recognised as the ‘most compelling’ high street ad by over 91 per cent of viewers. The film ditched the heavy-handed emotive approach of its rivals and instead offered viewers advice on how to avoid appearing rude whenever they receive an unwanted gift.

Almost 1,500 people agreed to have their faces measured via their own computer webcam so researchers could determine their emotional reactions to 30 Christmas ads from major UK high-street and household brands. In total, the research incorporated over 11.5 million frames of facial expressions.

The data was analysed across four metrics which generated an overall ‘EmotioAll’ score in terms of retention and engagement for each brand.

Realeyes’ chief executive Mihkel Jäätma put the results down to the fact that John Lewis’ ads have become “increasingly out of this world and fantasy-based” and as such harder to identify with.

Scroll down to see who made it into the top ten this year.

1. Harvey Nichols ‘Avoid Gift Face’

Clocking up an EmotionAll score of 91.4 per cent for respondents was Harvey Nichols' Yuletide offering. Supported by a social campaign, the ad shows a woman on Christmas Day feigning happiness as she receives a string of awful gifts from her family, ending with a show of items which will avoid the dreaded 'Gift Face'.

2. Kwik Fit ‘Santa Surprise’

To wish customers a ‘Merry Kwikmas’ Kwik Fit turned an unexpected trip to the local garage into something magical for ten children. The ad was well received, and found to be ‘more compelling’ than most of the other spots.

3. Curry’s ‘Spare the Act’

Curry’s campaign centres around the idea that we need to ‘act’ to maintain the Christmas spirit. Actor Jeff Goldblum is shown giving acting master classes to those who have been lumbered with disappointing gifts. It received a score of 88.6 per cent.

4. Mulberry ‘The Miracle of Mulberry’

Luxury handbag house Mulberry’s nativity inspired Christmas ad, which sees a woman’s friend and family flock to her side to admire her gift, took fourth place with an engagement quota of 87.9 per cent.

5. Vodafone ‘Terry the Turkey’

One family’s unconditional love for their ‘pet’ Turkey (and his narrow escape from the dinner table) received a score of 84.4 per cent from viewers.

6. Aldi ‘Telescope’

Aldi’s spoof of John Lewis’ tearjerker scored 80.8 per cent in the EmotionAll ranking process, almost a full point higher than the ad it was spoofing.

=7. John Lewis ‘Man On the Moon’

Despite the hype John Lewis failed to claim the top spot this year. The heart-warming ad which tells the story of a lonely man on the moon who receives a telescope from a thoughtful little girl so he can see planet earth, only scored 79.9 per cent in the study.

=7. The Body Shop ‘Jingle Bells’

The Body Shop shared seventh place with its shower sing-a-long rendition of ‘Jingle Bells’. Created by Mr President the spot noted the same score as John Lewis.

8. McDonald’s ‘Journey to Christmas’

Another sing-a-long took eighth place. McDonald’s opted for a light-hearted approach this year with a video showing a young family gearing up for Christmas by performing Wizzard’s ‘I Wish It Could Be Christmas Every Day’.

10. M&S Food ‘Taste of Christmas’

A flashmob at M&S' 'Taste of Christmas' event earned it 10th place. The gospel choir clearly struck a chord with viewers with an EmotionAll score of 73.3 per cent.