British department store chain John Lewis has launched the second part of its advertising creativity strategy for the final stretch of the year, which includes commercial events such as Black Friday or Christmas, and which the company has called the “golden quarter.”
The campaign began at the end of September, when “The Window” was launched, with the help of the agency Saatchi & Saatchi, to publicize the recovery of the slogan “Never Knowingly Undersold.” Now he focuses his speech on the product and the gift season that the coming weeks promise, before launching a third part later in November that will complete the trilogy.
The new ad is titled “Give Knowingly” and has also been devised by Saatchi & Saatchi. It reflects the different stages in the life of a sweater given by a mother to her daughter, including the moment when it is first stained, relegated to the back of the closet or recovered after a few years.
The piece was voiced by actress Samantha Morton (“The Whale”), and the soundtrack is a reinterpretation of the song “Make You Feel My Love” by Bob Dylan, by musician Brad Kella.
“Giving is a matter of knowledge. Getting to know the people we love and what they love, even if they don’t know it yet. For over 160 years, we have helped our customers find the perfect gift. This Christmas, let us help you find it. This Christmas, give with knowledge”, comments the brand on its website, in which it places users at its christmas advertisement, which will be released soon.
Second John Lewis advert launches just before start of the commercial period led by Black Friday. “Although it’s still a few weeks away, the journey to finding the perfect Christmas gift really begins now. It was essential to capture this information in this second chapter and incorporate our incredible supplier brands into the story.“, commented Franki Goodwin, Creative Director of Saatchi & Saatchi, according to The Drum.
The campaign will run on television, video-on-demand platforms, digital, social networks, outdoor advertising, press and radio. John Lewis already noted a few weeks ago that this would be the largest advertising campaign in its history.
