John Lewis has launched the second advert in its ‘golden quarter’ trilogy, continuing to highlight customer wisdom.
- The campaign, ‘Give Knowingly’, is aimed to assist customers in selecting perfect Christmas gifts.
- The advert follows the revival of the ‘Never Knowingly Undersold’ promise, engaging 25 key competitors.
- The advert features voice-over by Samantha Morton and music by Brad Kella.
- Coinciding with Black Friday, the campaign looks to inspire and reassure customers about finding value.
John Lewis has introduced the second chapter of its ‘golden quarter’ trilogy, titled ‘Give Knowingly’. This campaign celebrates the ‘wisdom and wise choices’ of customers as they endeavour to find the ideal Christmas gifts for their loved ones. The initiative seeks to inspire and guide customers in making thoughtful purchasing decisions.
Building upon the inaugural chapter that revisited the ‘Never Knowingly Undersold’ policy in September, this new advert reinforces John Lewis’s commitment to offering competitive pricing. By matching prices against 25 key competitors with AI technology, the campaign ensures customers can trust the value they receive.
The comprehensive campaign, crafted by Saatchi & Saatchi, includes a selection of the season’s top 100 gifts and eight films distributed across TV and social media platforms. This multimedia approach aims to reach a broad audience and maximize engagement.
Samantha Morton, a BAFTA-winning actor, lends her voice to the campaign, adding a touch of familiarity and credibility. Meanwhile, the musical ambiance is provided by Brad Kella’s rendition of Bob Dylan’s ‘Make You Feel My Love’, enhancing the emotional appeal of the advert.
Coinciding strategically with Black Friday on 29 November, the campaign not only aims to inspire customers during the festive rush but also reassures them of finding the right gift at the right price beyond the Black Friday period.
The second instalment of John Lewis’s trilogy effectively combines inspiration with practicality, reinforcing customer trust in value and quality.
