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John Lewis ‘Shadows’

Agency: Lowe

Client: John Lewis

John Lewis has launched its biggest ever Christmas advertising campaign costing £6.2m - more than triple last year's spend by the retailer.

It’s also the second time that John Lewis has ever included television in its Christmas advertising.

Marketing Director at John Lewis, Gill Barr, said, "John Lewis has a unique role for our customers at Christmas. They rely on us to find the perfect presents because of the quality but also the extent of our range.

“We want to use that range to inspire customers to get a present that perfectly reflects the personality of the person they are giving to.”

She added, "This campaign is directional for the John Lewis brand. The creative execution is stylish, intriguing and intelligent. The media plan is more comprehensive than ever before, reinforcing the core idea with three different shadows in press and outdoor. The TV ad will also run in cinema"

The campaign will run for six weeks and features 'Morning Serenade' - the theme from Prokoviev's ballet 'Romeo and Juliet' as the soundtrack.

Chief Marketing Officer, Lowe London, Judy Mitchem, concluded, "All of the shadows are real, not digitally manipulated.

"The idea behind the campaign is very simple, the execution has been challenging but the effect in the end result is both striking and compelling."

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