Storytelling advertising to promote climate neutrality: Content analysis of John Lewis’s Christmas advertisements

Stories are with us from the very beginning and are here to stay. As storytelling becomes increasingly important for advertising professionals, there is a need to discover how stories can be utilized most effectively. Climate neutrality is a crucial goal for many countries worldwide, but achieving this status cannot become a reality without the involvement of society. With constant changes in the environment, how people receive and react to information is constantly transforming. Now, more than ever, it is important to find a way to reach and encourage society to take the necessary steps towards climate neutrality. Advertising is a valuable tool to promote specific behaviors and actions. Content analysis of John Lewis Christmas advertisements enabled us to identify the most frequently used story elements by this brand and explore how those elements could be applied in advertisements related to climate change issues. Results show the main elements that contribute to the powerful stories that are memorable, engaging, and effective in achieving the brand's goals. The study provides recommendations for advertising professionals and highlights the need for future research.