John Lewis has released its second series of ads in its three-part Christmas campaign for this year.
The department store’s second chapter ‘Give Knowingly’ spotlights the retailer’s gifts range as it looks to reinforce the business as the “home of gifting”.
The campaign, created by Saatchi & Saatchi, consists of eight films that will run across TV, BVOD, digital, social, large-scale out of home and print campaign, social media and radio.
Set to the backdrop of a piano rendition of Bob Dylan’s “Make You Feel My Love” by Channel 4’s The Piano winner Brad Kella, the ad – narrated by Samantha Morton – playfully showcases John Lewis’ affordable cashmere range, skincare from Charlotte Tilbury and the latest gadgets from brands such as Nespresso, Apple, Ninja, Samsung.
It follows the first campaign which spotlighted the return of its Never Knowingly Undersold price promise and comes ahead of its anticipated Christmas ad that launches later this month.
Related Story
John Lewis customer director Charlotte Lock said: “At John Lewis we recognise the changing dynamic in Christmas shopping.
“As Black Friday builds and our customers focus on finding the right gift for their loved ones, this campaign offers them inspiration. It also reminds them that they can always buy the right gift at the right price at John Lewis, not just over the Black Friday period.
“After all, John Lewis knows more about giving great gifts than any other retailer – we’ve been doing it for 160 years.”
She added: “We’re delighted that this includes our MxC range. John Lewis has a long-standing commitment to the care-experienced community through its employability programme and fundraising, and we are thrilled to be featuring incredible care-experienced talent in this campaign and showcasing gifts made by care-experienced designers”
Saatchi & Saatchi chief creative officer Franki Goodwin said: “Though we’re a few weeks out, the journey to finding the perfect Christmas present really starts now. It was essential we captured this insight in this second chapter and brought our amazing supplier brands into the story.
“There is so much beauty in the wisdom of knowing our loved ones at this time of year and knowing how much the right gift can feature in their lives for years to come.
“We’re excited to see this chapter in the real world, driving to real products and putting John Lewis at the heart of thoughtful gifting.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
