John Lewis launches marketing campaign for 150th anniversary
To mark its 150th anniversary this year, John Lewis will be launching a significant marketing campaign including a brand new TV advert entitled 'Never Standing Still.'
The 90 second advert goes live on the retailer's social media channels on Friday 2 May and will launch on Saturday 3 May during ITV's Britain's Got Talent.
The advert is a joyous and celebratory look at life in Britain from past to present, reflecting the fact that John Lewis has been ever present in its customers' lives, constantly changing and responding to their needs over the past 150 years.
It is made up of a series of vignettes showing the people of Britain, in all walks of life, on the go. The scenes are linked together visually using a technique where the movements of the lead character are matched from one scene into the next.
The advert includes scenes from a variety of different decades, from as far back as the 1930s right through to the present day, and highlights John Lewis products bought by its customers during that time. The retailer's marketing and archive teams have worked closely together to ensure the product detail and visual references in each scene are both accurate and evocative of the time.
Craig Inglis, Marketing Director, John Lewis, comments: 'In this very important year for us, this campaign celebrates how our customers' lives have kept moving over the last 150 years and the role that John Lewis has played in moving with them. We hope the campaign will evoke nostalgia leaving our customers feeling uplifted and excited about a summer of celebration.'
Created by advertising agency Adam&Eve/DDB, produced by Blink Productions and directed by Dougal Wilson, the TV ad is set to a cover of ''This Time Tomorrow' by The Kinks performed by Gaz Coombes, lead singer of Gaz Coombes Presents and formerly lead singer of Supergrass. His cover of the track coincides with the twenty year anniversary of Britpop and offers a fresh new take on a classic track.
The TV advert makes up part of a much bigger campaign celebrating 150 years of John Lewis, including press and digital outdoor advertising, radio partnerships, social media activation and an online campaign site. Celebrations will take place throughout all John Lewis shops and the flagship on Oxford Street will include a brand new exhibition called 'Stories of a Shopkeeper' along with a roof garden both opening to the public on Saturday 3 May.
John Lewis has worked closely with a range of agencies and suppliers on the development of this campaign, including Manning Gottlieb, Pretty Green, Proximity London and Mission.
The TV ad can be viewed on www.johnlewis.com and the John Lewis YouTube channel (www.youtube.com/johnlewisretail) on Friday 2 May, kicking off with a 90 second version and supported by a combination of two shorter versions running throughout May.
Notes to editors
John Lewis operates 41 John Lewis shops across the UK (31 department stores and ten John Lewis at home) as well as johnlewis.com. It is part of the John Lewis Partnership, the UK's largest example of worker co-ownership where all 91,000 staff are Partners in the business.
John Lewis - John Lewis, 'Multichannel Retailer of the Year 2014'¹, 'The Nation's Best Retailer'² and 'Best Retailer 2013'³, typically stocks more than 350,000 separate lines in its department stores across fashion, home and technology. Johnlewis.com stocks over 250,000 products, and is consistently ranked one of the top online shopping destinations in the UK. (www.johnlewis.com). John Lewis Insurance offers a range of comprehensive insurance products - home, car, wedding and event, travel and pet insurance and life cover - delivering the values of expertise, trust and customer service expected from the John Lewis brand.
¹ Oracle Retail Week Awards 2014
² Verdict Consumer Satisfaction Awards 2013
³ Which? Awards 2013
For further information please contact:
Press Officer, John Lewis
Telephone: 020 7931 4921