John Lewis has unveiled the second set of advertisements in its current Christmas campaign.
- This chapter, named ‘Give Knowingly,’ emphasises the wide array of gifts available.
- The campaign consists of eight different films, shown across multiple platforms.
- The adverts are complemented by Brad Kella’s piano rendition of a Bob Dylan classic.
- The campaign includes a focus on affordable luxury goods and innovative products.
John Lewis has launched the next phase of its Christmas advertising with a series of films under the banner ‘Give Knowingly.’ These adverts highlight the variety of gifts available, aiming to cement the store’s image as a leading source of thoughtful presents.
The series includes eight individual advertisements, which are being broadcast across television, video-on-demand services, digital platforms, social media, and radio. Additionally, the campaign is visible in large-scale outdoor displays and print media, reaching an extensive audience.
The soundtrack for the advertisements is a piano rendition of Bob Dylan’s ‘Make You Feel My Love,’ played by Brad Kella, winner of Channel 4’s The Piano. Samantha Morton provides the narration, bringing a playful touch to the presentation.
Featured in the adverts are ranges of affordable luxury items, such as cashmere clothing and skincare products from Charlotte Tilbury, alongside the latest gadgets from well-known brands including Nespresso, Apple, Ninja, and Samsung. This follows a previous campaign that reiterated John Lewis’s commitment to fair pricing through its ‘Never Knowingly Undersold’ promise.
Charlotte Lock, a director at John Lewis, stated, ‘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.’ Furthermore, the campaign involves promoting items from the MxC range, supporting care-experienced talents and designers.
Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, expressed that the aim was to capture the essence of finding the perfect gift, a journey starting well before Christmas. The campaign strives to bring attention to products that are both beautiful and significant to the receiver.
This chapter of John Lewis’s campaign seeks to affirm the brand as a central figure in gift shopping through its expansive and diverse product offerings.
