John Lewis launches its second series of ads for this year’s Christmas campaign, focusing on thoughtful gifting.
- The ‘Give Knowingly’ campaign aims to highlight John Lewis as a leader in providing meaningful gifts.
- Eight films have been created, showcasing a mix of affordable luxury, skincare, and top-tier gadgets.
- The ad campaign is broad, extending across TV, radio, digital platforms, and more.
- It follows the earlier ad which reinstated the ‘Never Knowingly Undersold’ price promise.
John Lewis has unveiled the second series of its Christmas advertising campaign, dedicated to promoting the art of giving meaningful gifts. Known as ‘Give Knowingly’, this campaign underlines John Lewis’s position as a trusted source for thoughtful presents, coinciding with the evolving trends in Christmas shopping.
The campaign, crafted by Saatchi & Saatchi, includes a suite of eight films designed to engage audiences across multiple platforms such as television, digital media, and social networks. The advertisements are set against a melodious backdrop featuring a piano rendition of Bob Dylan’s ‘Make You Feel My Love’, performed by pianist Brad Kella, adding an emotional layer to the visuals.
Voiced by actress Samantha Morton, the advertisements cleverly display a selection of John Lewis’s affordable luxury items, including cashmere apparel, skincare selections from Charlotte Tilbury, and cutting-edge gadgets from major brands like Nespresso and Apple. This chapter of the campaign succeeds the initial series that highlighted John Lewis’s historical price guarantee, ‘Never Knowingly Undersold’, which has been a cornerstone of their retail promise.
John Lewis customer director, Charlotte Lock, articulated the shifting landscape of Christmas shopping, noting the increase in consumer focus on securing the perfect gifts as Black Friday approaches. She emphasised that John Lewis provides this inspiration and assurance all year round, not limited to the festive period.
Franki Goodwin, Saatchi & Saatchi’s chief creative officer, highlighted the importance of capturing the essence of selecting the ideal Christmas gift and integrating valued supplier brands into this narrative. Goodwin expressed enthusiasm for the campaign’s potential impact in the real world, enhancing the prominence of John Lewis in the domain of considerate gifting.
The campaign reinforces John Lewis’s commitment to being a premier destination for meaningful and well-considered Christmas gifts.
