Saatchi & Saatchi is taking John Lewis on a visit down reminiscence lane within the first of a 3 half sequence culminating with the large Christmas showstopper. This spot rams residence the return of the “By no means knowingly undersold” declare and – you guessed it – introduces a brand new model platform, “Dwell knowingly.”
It’s the most important marketing campaign in John Lewis’ historical past, and rather a lot is using on it. New CEO Jason Tarry, who beforehand performed a key position in Tesco’s turnaround, took over from Sharon White as chairman of the retailer this week. John Lewis has simply began to get again on its toes after just a few “troublesome” years, halving pre-tax losses (principally because of Waitrose), and Tarry might be eager to maintain up the form of momentum that rivals like Marks & Spencer and Subsequent have maintained.
Saatchi’s work covers the final century of John Lewis, as seen by way of an Oxford Avenue window show. It focuses on fashions by way of the ages whereas actress Samantha Morton does her greatest with the voiceover, reflecting on what she is aware of and doesn’t learn about life. Paul Simon’s I Know What I Know, sung by Laura Mvula, underlines the entire “understanding” theme but once more.
Charlotte Lock, John Lewis buyer director, stated: “We’ve seemed to our heritage to tell our refreshed worth promise to prospects, and we’re backing it with the most important advertising marketing campaign in our historical past. We are actually depicting a window on Britain, displaying the altering traits and occasions over the previous century.”
Franki Goodwin, CCO at Saatchi & Saatchi, stated: “Bringing again the ‘By no means Knowingly Undersold’ promise and launching the ‘Dwell Knowingly’ platform has allowed us to uncover the deep connection this model has shared with the nation for a century. This isn’t only a store – it’s been every little thing from a date night time vacation spot to a bomb shelter.”
The marketing campaign was directed by King She, who has additionally labored with Apple, Spotify, eBay and Powerade. It debuts tonight throughout Taskmaster on Channel 4.
Samantha Morton calls it a “fantastic, trustworthy, uplifting marketing campaign” which is perhaps stretching it. Watching the complete 60-seconds is a little bit of a jumble of phrases and pictures – possibly there’s a cut-down that might be a bit sharper? And maybe some accompanying work telling prospects what’s within the store now.
MAA artistic scale: 6
