No prizes for guessing whose market share John Lewis hopes to gnaw at, nor the customers in its target market. adam&eveDDB has produced a trendy, fast-paced music video style advert all about everyday home life in little scenarios labelled, Sun Day, May Day etc, punctuated by products – captioned with their prices.

The push to focus on the role John Lewis can play in family lives in the home began late last year with a campaign inspired by the humorous home situations Covid had spurred.

The new campaign promotes the retailer’s Anyday range, more than 2,400 pieces whose highlight feature is “everyday prices”. Prices are 20% lower, on average, than its current own brand and are designed to help John Lewis revitalise its market share across homeware, technology, baby care and baby clothing. Highlighted in the spot are, for example, a £2 mug, a £20 mirror a £35 highchair and…

The 60-second spot is set to Barbra Streisand’s One Minute Waltz. It was directed by Riff Raff’s Francois Rousselet and created by by creative director, Matt Gay, and creative partner, Feargal Balance. It is launched on TV in the UK, but is heavily weighted in digital and social – digital display ads, shop windows, on johnlewis.com and social media channels, as well as channels of sister company, Waitrose, which also sells Anyday products.

Claire Pointon, partner and customer director at John Lewis, stated, “Our new Anyday range offers John Lewis quality and style at everyday prices and this is the central thought behind our new advertising campaign. The campaign feels different in tone and creative from our usual adverts because we really want to showcase how customers live their lives and highlight the role we can play in their everyday lives.

“In the advert, we’ve purposefully placed our Anyday products in real, everyday life moments which they can relate to, encouraging them to consider John Lewis as a place they can come and shop with us for more frequent, everyday items. In addition, and to highlight the great everyday value that Anyday delivers to customers, we’ve called out the price of our products for the first time ever in TV advertising,” she added.

John Lewis is also publishing a quarterly magazine to strengthen its reputation as an authority on style and design for the home.