John Lewis is airing eight films to showcase its gifts range for the golden quarter, positioning itself as ‘the home of gifting’.
Using the strapline ‘Give Knowingly’, the ads build on the recent relaunch of the retailer’s famous Never Knowingly Undersold price promise, which was promoted in the first stage of the seasonal campaign in September.
The campaign comes ahead of Black Friday later this month. John Lewis said November is a key gifting period – nearly two-thirds of all purchases made over the month are bought as Christmas gifts, so the reintroduction of Never Knowingly Undersold “takes on a new significance” in the crucial trading time.
As well as John Lewis’ own-brand products, such as a cashmere jumper and a sweatshirt from its MxC range created by designers who have experienced the care system, the campaign features brand partnership films spotlighting products from businesses including Charlotte Tilbury, Dyson, Nespresso and Oura.
John Lewis customer director Charlotte Lock 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 them 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.
“We’re delighted that this includes our MxC range. John Lewis has a longstanding commitment to the care-experienced community through its employability programme and fundraising, and we are thrilled to be featuring incredible care-experienced talent in this campaign.”
As well as TV, the campaign includes out-of-home, print, social media and radio elements.
The final ad in the trilogy − the main Christmas ad that John Lewis has become famous for − will follow later this month.
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