John Lewis has released the second advert in its seasonal series, focusing on the ‘Give Knowingly’ theme.
- The campaign highlights the wisdom and thoughtful choices of its customers as they seek perfect Christmas gifts.
- It integrates eight films and highlights the top 100 gifts of the season, featured on TV and social media.
- This campaign arrives ahead of Black Friday, emphasising John Lewis’s price promise and competition matching.
- Samantha Morton and Brad Kella contribute to the advert, adding depth with a poignant combination of voice and music.
John Lewis has unveiled the second instalment in its ‘golden quarter’ trilogy, revealing an advert centred around the ‘Give Knowingly’ campaign. This initiative focuses on celebrating the discerning choices made by customers as they search for the perfect gifts to delight their loved ones during the festive season.
In a move to inspire and guide its audience, the campaign presents eight short films, each broadcast across television and various social media platforms. These films accompany a curated list of the top 100 gifts for the season, ensuring shoppers have a wealth of thoughtful options to consider.
As the excitement builds towards Black Friday on 29 November, the campaign seeks to remind customers of John Lewis’s long-standing price promise. By employing AI technology, the retailer intends to match prices with 25 key competitors, reinforcing its commitment to value throughout the festive period.
Customer director Charlotte Lock recognises the evolving nature of Christmas shopping, affirming that, while Black Friday results in a surge of purchasing activities, customers remain focused on the importance of finding meaningful gifts. This campaign serves as a beacon of inspiration, illustrating that the pursuit of the ideal present does not end with Black Friday.
The campaign also benefits from the collaboration with BAFTA-winning actor Samantha Morton, who lends her voice to the series. Her narration is complemented by a moving rendition of Bob Dylan’s ‘Make You Feel My Love’, performed by Brad Kella, enhancing the emotional resonance of the advert.
This latest advert from John Lewis continues to reflect the thoughtful gifting ethos central to the festive season.
