John Lewis has launched the second part of its three-part Christmas campaign, reaffirming its position as the ‘home of gifting’.
- The ‘Give Knowingly’ chapter features eight films showcasing a diverse range of gifts from cashmere to gadgets.
- The campaign leverages a cross-media approach, spanning TV, digital platforms, and more.
- Key figures speak on the importance of understanding customers’ needs during the festive season.
- John Lewis highlights its commitment to the care-experienced community in this campaign.
John Lewis has introduced the second phase of its extensive Christmas campaign, named ‘Give Knowingly’. This segment is designed to highlight the retailer’s wide array of gifts, positioning John Lewis as the go-to destination for thoughtful presents during the festive season. The campaign involves a series of eight films that will be showcased across various media, including television, digital channels, and traditional print.
Set against the soulful piano backdrop of Bob Dylan’s ‘Make You Feel My Love’, performed by Brad Kella, the campaign films are narrated by Samantha Morton. They creatively present an array of products, from affordable cashmere items to trendy gadgets from brands like Apple and Samsung. Through these films, John Lewis aims to inspire customers with diverse choices, reminding them of the store’s longstanding tradition of offering something for everyone.
Charlotte Lock, customer director at John Lewis, highlighted the campaign’s significance in adapting to the evolving Christmas shopping landscape. She noted that as Black Friday approaches, customers increasingly seek out gifts that resonate with loved ones. The campaign underscores John Lewis’s expertise in providing the right gift at the right price, beyond the Black Friday period.
The campaign also places emphasis on social responsibility. John Lewis has integrated its MxC range, showcasing products by care-experienced designers. This inclusion aligns with their commitment to supporting care-experienced communities through employment opportunities and fundraising, demonstrating the retailer’s dedication to making a meaningful impact.
Franki Goodwin, chief creative officer at Saatchi & Saatchi, expressed the campaign’s intent to capture the essence of finding perfect Christmas presents. He acknowledged the beauty of understanding what makes gifts special to loved ones, emphasising the role of the second chapter in bringing these insights to life.
John Lewis’s campaign highlights its commitment to offering meaningful gifts during the festive season while reinforcing its social values.
