Building on it’s proposition of being ‘Never Knowingly Undersold’, John Lewis – and incumbent ad agency Adam&Eve/DDB – remind audiences of the brands heritage in their latest 90 second spot.
The advert uses the tagline “What’s important doesn’t change” referring to quality, price and service – pillars of the brand itself and the overarching campaign proposition. Reference is made to John Lewis making the campaign promise in 1925 and repeats the same message as it has done over the past few years that the brand has always been offering the very best to their customers then and now. Creatively, it’s a lovely execution that implements a wonderful planning design that very literally explains how what is important never really changes. Take a look at the spot which will air tomorrow night during ‘The X Factor’ on ITV1 at 8:10pm.
Adam&Eve have been handling the John Lewis account from 2009 but, since the agency’s merger with DDB earlier this year, they operate under Adam&Eve/DDB; if this particular spot is anything to go by, it would seem the brands unique vision and it’s wonderful campaigns will continue to flourish under the revitalised leadership.
The ad was created by Aidan McClure, Laurent Simon, Shay Reading and Frank Ginger with direction from Ringan Ledwidge from Rattling Stick. The music is an exclusive cover of INXS’s ‘Never Tear Us Apart’ re-recorded by Paloma Faith.