John Lewis launches the second part of its Christmas ad series.
- The ‘Give Knowingly’ campaign focuses on John Lewis’ gift offerings.
- Features a variety of media platforms, including TV and social media.
- Ad showcases affordable luxury items like cashmere and skincare products.
- John Lewis emphasizes its long-standing tradition in quality gifting.
John Lewis has unveiled the second instalment of its Christmas advertising campaign, titled ‘Give Knowingly’. This series emphasises the department store’s selection of gifts, continuing its aim to position itself as a leading destination for thoughtful presents.
Produced by Saatchi & Saatchi, the campaign encompasses eight films. These are being broadcast across various platforms, including television, digital channels, social media, and radio. The ads are accompanied by Brad Kella’s piano rendition of Bob Dylan’s ‘Make You Feel My Love’, with narration by Samantha Morton. The promotional content features a range of gift ideas, from affordable cashmere to skincare by Charlotte Tilbury, as well as gadgets from notable brands like Apple and Samsung.
Building on the themes of its previous campaign, which highlighted the return of the ‘Never Knowingly Undersold’ price promise, this initiative seeks to inspire customers amidst the dynamic landscape of Christmas shopping. John Lewis customer director Charlotte Lock acknowledged the pressures of choosing the right gift, particularly as events like Black Friday approach. She assured customers that their store remains a reliable place for finding value-conscious presents, not just during the festive season but throughout the year.
In this campaign, John Lewis also shines a light on its MxC range, underscoring its commitment to supporting the care-experienced community. The retailer’s employability programmes and fundraising efforts are highlighted through featuring products made by care-experienced designers. This initiative celebrates both the talent within this community and the brand’s enduring dedication to social responsibility.
Saatchi & Saatchi’s chief creative officer, Franki Goodwin, elaborated on the importance of understanding customer needs during the festive period. He mentioned the value in recognising what makes a gift meaningful, focusing not merely on present-day desires but on how such gifts can remain significant over time.
The new advertising campaign by John Lewis aims to reaffirm their role as a trusted retailer in the competitive Christmas shopping market, merging value and creativity.
