John Lewis: From me to you

Credits:

Copywriter: Ed Morris
Art director: Ed Morris
Planner: Tracey Follows
Media agency: MG OMD
Media planner: Tim Pearson
Production company: Therapy Films
Director: Malcolm Venville
Editor: Final Cut
Post-production: Shiny
Audio post-production: Morgan Bandan

Exposure: TV

John Lewis has launched its national Christmas advertising campaign in what is set to be the most competitive Christmas shopping season for two decades.

The five week long John Lewis campaign, created by Lowe London, encompasses one 60” tv ad, two 40” and six 10” spots with a poignant but feel-good soundtrack of a re-recording of the Lennon McCartney track “From Me To You”. The track includes vocals from Matt Spinner, a member of the John Lewis music society who works in IT at John Lewis’s head office.

The £5.6m campaign focuses on the idea of matching people and presents, and demonstrates that if someone has really put thought into choosing a gift the recipient will feel special and understood. The strapline is: “If you know the person, you’ll find the present”.

Ed Morris, Lowe’s Executive Creative Director said “We're approaching the crescendo to what has been a disconcerting year. Intuiting the nation’s current sensitivity has helped us push the work to what will be the refreshing antidote to the usual retail din.”

Supporting digital executions will go live on 11th November with press running the following week on 17th November and outdoor from 1 December. As well as other traditional outdoor formats, the 10” tv ads will also run on digital escalator panels and cross track projections across the London underground.

Says Craig Inglis, Head of Brand Communications for John Lewis: “We think the atmosphere will be very different amongst shoppers this Christmas, with big statement gifts giving way to more considered, personalised gifting. Our Christmas campaign reflects a more reflective and thoughtful approach to present buying, whereby each gift is chosen with real consideration and care.”

He concludes, “The campaign is very intimate in feel, with close up portraits of people – and a pet - used as cues for what might be their perfect gift. As the portraits are very close up, we cast actors who could capture that feeling with a tilt of a chin, the raising of an eyebrow and in the case of the dog, a flick of an ear.”
NOTES:

"From Me to You" is a song written by John Lennon and Paul McCartney and released by The Beatles as a single in 1963. The single was the Beatles' first number one in some of the United Kingdom charts, second in others, but failed to make an impact in the United States at the time of its initial release. It was one of the very last songs to be credited "McCartney/Lennon; soon afterwards their songs began appearing credited to "Lennon/McCartney".
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Credits