John Lewis launches the second part of its three-part Christmas campaign.
- The ‘Give Knowingly’ chapter highlights affordable gifts from well-known brands.
- This campaign spans various media including TV, digital, and social platforms.
- It features a piano cover of a famous song, enhancing its emotional appeal.
- John Lewis introduces care-experienced talent and unique designs.
John Lewis has introduced the second instalment of its Christmas advertising campaign for this year. Known as the ‘Give Knowingly’ chapter, this segment emphasises the wide range of gifts available, underscoring John Lewis’s stature as a central hub for Christmas shopping. The campaign aims to inspire consumers selecting gifts for their loved ones, combining tradition with modern appeal.
Crafted by Saatchi & Saatchi, the advertisement series includes eight films being broadcast across multiple channels including television, digital outlets, and social media. The diverse media approach ensures the campaign reaches a broad audience, reinforcing its message of considered gifting.
Set against a backdrop of an emotive piano rendition of Bob Dylan’s “Make You Feel My Love,” performed by Channel 4’s The Piano winner Brad Kella, the advertisement is narrated by Samantha Morton. It creatively presents John Lewis’s range of reasonably priced cashmere, skincare from Charlotte Tilbury, and latest gadgets from brands such as Nespresso, Apple, and Samsung.
This chapter of the campaign follows an initial focus on John Lewis’s renowned price promise, anticipating the upcoming release of its main Christmas advertisement later in the month. It acknowledges the evolving dynamics in festive shopping, particularly as events like Black Friday draw near.
Charlotte Lock, the customer director, states that this campaign reflects John Lewis’s commitment to thoughtful gift giving and features contributions from care-experienced designers, part of the store’s broader employment and fundraising initiatives. Franki Goodwin, from Saatchi & Saatchi, highlights the campaign’s intention to cue consumers into starting their holiday shopping, highlighting the significance of selecting the right gifts.
This campaign places John Lewis at the forefront of thoughtful and inclusive gifting this Christmas season.
