John Lewis has released the second instalment of its ‘golden quarter’ trilogy of ads, spotlighting the British department store’s top gifts for the season.
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.
It showcases the retailer’s cashmere range, as well as toys, skincare from Charlotte Tilbury and the latest gadgets from brands such as Nespresso, Apple, Ninja and Samsung.
The ad’s soundtrack, a piano rendition of Bob Dylan’s Make You Feel My Love by Brad Kella, is played while Bafta-winning actress Samantha Morton continues to provide the voiceover.
Charlotte Lock, Customer Director at John Lewis, 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 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.”
The new TV ad marks the second in a three-part campaign for the all-important retail ‘golden quarter’, which will culminate with the department store’s highly anticipated Christmas spot.
The first advert featured archive footage and focused on a single store window changing over a century as it is dressed and redressed with products such as fashions of the roaring 1920s and a toaster so innovative that that it took centre stage in 1925.
The end of the ad featured the Never Knowingly Undersold pledge, which began in 1925, reinstated on the shop window.
It comes after John Lewis brought back the pledge in September, reflecting a major U-turn after ditching the commitment two years ago over concerns it was “less relevant to shoppers”.
