John Lewis launches its latest commercial as part of the ‘golden quarter’ trilogy, marking a significant point in holiday campaigns.
- The campaign, titled ‘Give Knowingly,’ emphasizes making informed choices for Christmas gifts.
- This segment follows the initial chapter that revitalized the Never Knowingly Undersold promise.
- Set against the backdrop of the upcoming Black Friday, the ad showcases John Lewis’s price-matching strategy.
- The campaign features notable talents including BAFTA-winning actor Samantha Morton and musician Brad Kella.
John Lewis has introduced the second advertisement in its ‘golden quarter’ trilogy, underscoring the importance of the holiday season in their marketing strategy. The ‘Give Knowingly’ campaign aims to highlight the wisdom customers exhibit when purchasing meaningful gifts for their loved ones. This installment follows the initial campaign that saw the return of John Lewis’s famed Never Knowingly Undersold promise.
The advertisement debuts as consumers gear up for Black Friday, emphasizing John Lewis’s commitment to offering competitive prices. By implementing AI technology, the company is poised to match prices with 25 of its leading competitors, ensuring that customers receive the best value for their purchases.
Charlotte Lock, customer director at John Lewis, acknowledged the shifting landscape of holiday shopping. She stated that as Black Friday approaches, customers are more focused than ever on finding the perfect gifts. This campaign serves as both a source of inspiration and a reminder of John Lewis’s promise to deliver quality at the right price, not merely during the Black Friday rush but throughout the season.
The advertisement is part of a broader campaign crafted by Saatchi & Saatchi, consisting of the Top 100 Gifts for the holiday season and eight feature films. These films are scheduled to air on television and across social media platforms, ensuring widespread reach and engagement.
Additionally, the commercial is elevated by the collaboration with BAFTA-winning actor Samantha Morton, who lends her voice to the campaign. Music further enriches the advertisement with Brad Kella’s emotive rendition of Bob Dylan’s ‘Make You Feel My Love,’ adding a memorable auditory experience to the viewing.
The latest advertisement reaffirms John Lewis’s dedication to thoughtful gift-giving and competitive pricing this holiday season.
