John Lewis has unveiled the second series in its three-part Christmas ad campaign, emphasizing its ‘home of gifting’ ethos.
- Titled ‘Give Knowingly,’ the campaign highlights an extensive selection of gifts offered by the retailer.
- The ad campaign integrates multiple platforms including TV, digital, and social media to reach a broad audience.
- The campaign features affordable luxury items, such as cashmere and skincare, set to a moving piano piece by Brad Kella.
- John Lewis remains committed to supporting care-experienced communities and showcasing their talents in this campaign.
John Lewis, the renowned department store, has introduced the second segment of its anticipated Christmas advertising series. Entitled ‘Give Knowingly,’ this installment aims to underscore John Lewis as a premier destination for those seeking meaningful and thoughtful holiday gifts.
The advertisement campaign, masterfully crafted by Saatchi & Saatchi, comprises a series of eight films that will be showcased across various media channels including TV, digital platforms, large-scale out-of-home advertisements, and print. These ads aim to captivate a diverse audience and remind them of the unique offerings available at John Lewis.
Adding to the emotional appeal, the ads are set to a piano rendition of Bob Dylan’s ‘Make You Feel My Love,’ performed by Brad Kella, winner of Channel 4’s The Piano. This musical backdrop, along with narration by Samantha Morton, enhances the storytelling of the campaign, focusing on cherished items such as affordable cashmere, Charlotte Tilbury skincare, and popular tech gadgets from leading brands.
The ‘Give Knowingly’ campaign follows on the heels of John Lewis’ earlier focus on its ‘Never Knowingly Undersold‘ price promise. This initiative was designed to assure customers of competitive pricing, not just during notable sales events like Black Friday, but throughout the season.
Charlotte Lock, John Lewis customer director, has articulated that the campaign is a reflection of the evolving dynamics of Christmas shopping. With a keen awareness of consumer behavior during Black Friday, John Lewis intends to inspire shoppers by offering a variety of suitable gifts at competitive prices throughout the holiday season.
In line with its commitment to social responsibility, John Lewis proudly presents its MxC range, which includes contributions from care-experienced designers. The retailer’s ongoing dedication to supporting care-experienced individuals through employment programs and fundraising is prominently featured in this advertisement narrative.
Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, notes the importance of sharing insight into the gift-giving process early in the season. This campaign not only aims to highlight John Lewis as a thoughtful gifting hub but also creates anticipation for its subsequent Christmas advert.
John Lewis’s latest campaign underlines its leadership in thoughtful holiday gifting, promising a memorable shopping experience this festive season.
