John Lewis has launched its second advert in the ‘golden quarter’ series, part of its ‘Give Knowingly’ campaign.
- The campaign celebrates the thoughtful purchasing decisions of John Lewis customers.
- The advert is part of a series created by Saatchi & Saatchi, featuring top gifts for the season.
- This initiative precedes Black Friday and highlights John Lewis’s price-matching promise with 25 competitors.
- The campaign includes a collaboration with Samantha Morton and music by Brad Kella.
John Lewis has introduced the second episode in its ‘golden quarter’ trilogy, focusing on customer awareness and choice. This is part of the ‘Give Knowingly’ initiative, which acknowledges customer wisdom in selecting Christmas gifts. The campaign aims to inspire individuals to make informed decisions when gifting their loved ones during the festive season.
Saatchi & Saatchi developed this fully integrated campaign which showcases the top 100 gifts of the season. Additionally, it features eight short films that will be broadcasted across both television and social media platforms, broadening its reach and engagement.
Launching just before Black Friday, scheduled for 29 November, the campaign reinforces John Lewis’s commitment to its ‘Never Knowingly Undersold’ promise. This year, John Lewis is set to match prices against 25 key competitors, employing advanced AI technology to ensure competitive pricing.
Charlotte Lock, the customer director at John Lewis, stated that the campaign recognises evolving patterns in Christmas shopping. She notes that as consumers prepare for Black Friday, they are more focused on obtaining the ideal gift, reinforcing the notion that the right gift can always be found at John Lewis at a fair price.
The campaign is notable for featuring the voice of BAFTA-winning actor Samantha Morton, adding a touch of familiarity and warmth. Musician Brad Kella provides the soundtrack, a rendition of Bob Dylan’s ‘Make You Feel My Love’, adding an emotive layer to the campaign’s message.
The ‘Give Knowingly’ campaign positions John Lewis as a thoughtful choice for holiday shoppers, merging tradition with innovation.
