John Lewis releases the second advert in its ‘golden quarter’ trilogy, focusing on holiday gifting.
- The campaign, ‘Give Knowingly’, highlights customer wisdom in choosing gifts for loved ones.
- This advert marks a continuation of the ‘Never Knowingly Undersold’ return, setting up the final Christmas ad.
- Saatchi & Saatchi’s campaign involves eight films rolled out on TV and social media.
- Music by Brad Kella and voiceover by Samantha Morton accompany the adverts.
John Lewis has launched the second part of its ‘golden quarter’ trilogy, a campaign designed to resonate with Christmas shoppers, as they embark on their quest to find the ideal gifts. This ongoing series, introduced on the 1st of November, underlines the importance of thoughtful gift selection during the holiday season.
The ‘Give Knowingly’ advert pays tribute to the perceptive choices made by John Lewis customers as they seek the perfect presents for their loved ones. This segment of the campaign is distinguished by its emphasis on customer insight and informed decision-making, aligning with the retailer’s core values.
Earlier, John Lewis reintroduced its renowned ‘Never Knowingly Undersold’ promise, laying the groundwork for the latest advertisement. This longstanding pledge ensures that customers can find competitively priced gifts, fostering a sense of trust as they navigate the festive retail landscape.
Executed by the creative minds at Saatchi & Saatchi, the campaign expands across multiple platforms, featuring a total of eight films for television and social media. In light of the upcoming Black Friday, these adverts are strategically positioned to capture consumer attention and reinforce brand tenets.
Adding a unique touch, the adverts are accompanied by the mellifluous voice of BAFTA-winning actor Samantha Morton and the evocative music of Brad Kella, Channel 4’s The Piano winner, who offers an interpretation of Bob Dylan’s ‘Make You Feel My Love’.
John Lewis’s campaign effectively integrates tradition with modern strategies to enhance the gifting experience.
