Agency: Adam & Eve
Client: John Lewis
The John Lewis Christmas marketing campaign this year looks to thoughtful consideration and the joy of giving, themed around the concept 'for those who care about showing they care'.
The TV advert was created by advertising agency Adam & Eve and is set to a cover of Elton John's 'Your Song,' which originally hit the UK and US top ten in 1970. The new version of the track is performed by BRIT Award winner Ellie Goulding, and produced in collaboration with Ben Lovett from Mumford and Sons.
The 60-second ad covers the full spectrum of Christmas giving; from the mechanic wrapping a polka-dot teapot, to the child leaving a stocking for the family dog.
The scenes also aims to capture the difficulties of wrapping and the lengths consumers go to ensure their well thought-out gifts remain a surprise until Christmas day.
The campaign is led by a 60-second TV advert. This will be supported by catalogues, in store and online marketing, including a significant push on the retailer's social media channels.
The advert seeks to build on the success of recent campaigns including Never Knowingly Undersold, featuring 'Always a Woman' performed by Fyfe Dangerfield from the Guillemots which became a top ten hit, and last year's Christmas advert which featured a cover of Guns & Roses 'Sweet Child O'Mine' Performed by Taken By Trees, it made number seven in the official chart and number four on iTunes.
“Last year we focused on the joy of receiving presents so this year we felt it was important to show the emotions we all experience at Christmas when choosing and giving gifts to others,“ said Director, Marketing, John Lewis, Craig Inglis.
“At John Lewis, we make buying the perfect gift that bit easier but the challenge then comes in adding the personal touch and keeping gifts secret to preserve the surprise of Christmas. We all have our well worn rituals at this time of year and we wanted to bring them to life in this campaign.”
The campaign will launch on TV with a 60-second advert and will then be circulated along with two 30-second adverts with media planning and buying managed by Manning Gottlieb OMD. J
ohn Lewis will also run a digital campaign alongside the television advert, backed up by their newly launched social media presence.
In anticipation of demand from music lovers, the track has been made available to download on iTunes with a link planned direct from a dedicated page at johnlewis.com