John Lewis has a new brand promise but the same irresistible, emotional pull in its commercials by longstanding agency, adam&eveDDB, using the power of children to make adults cry.
For all life’s moments will underpin everything it does from now, beginning with this commercial about the relationship between a dad and his daughter. The new tagline replaces Never knowingly undersold, which was used for almost a century. The launch has been quieter than usual, out of respect for the UK’s loss of its queen.
The emotive forcefield of the new commercial is amplified by MJZ director, Juan Cabral.
“For All Life‘s Moments is not a slogan; it’s an end line communicating to a customer what we stand for,” stated Claire Pointon, John Lewis customer director. “But it’s as important internally so that we’re very clear on the moments we want to win at, and the products, services and experiences that connect to those moments. Plus how we make sure pricing is relevant for those moments – the new positioning very much sharpens the business decision making.”
Credits
Client: John Lewis & Partners
Customer Director: Claire Pointon
Head Of Brand And Marketing: Rosie Hanely
Advertising Lead: Emma Wood
Senior Advertising Manager: Michelle Barry
Advertising Senior Executive: Lara Mcwiliam
Agency: adam&eveDDB
Chief Creative Officer: Richard Brim
Creative Directors: Matt Gay, Feargal Ballance
Copywriter: Darren Beresford
Art Director: Richard Gayton
Agency Producer: Sally Pritchett
Assistant Producer: Charlotte Ellison
Planners: Martin Beverley, Hugh De Winton, Sian Iles
Social: Phoebe Wright
Chief Executive Officer: Tammy Einav
Managing Partner: Paul Billingsley
Business Directors: Betsy Bluer
Account Directors: Phoebe Swan
Account Managers: Freya Schofield
Business Affairs: Jamie Hirst
Design: King Henry
Designer: Dave Robinson
Media Agency: Manning Gottlieb
Production Company: MJZ
Director: Juan Cabral
Executive Producer: Dickie Jeffares
Producer: Alicia Richards
DOP: Justin Brown
Editing Company: Final Cut
Editor: Rick Russell
Post-Production: NineteenTwenty
Post Producer: Chee Yen Wang
VFX Supervisor: Ludo Fealy
Lead 2D Artist: Matt Hutchins
2D Artists: Jamie Stitson, Taylor Webber, Tom Clapp, Adam Mchale, Alejandro Marzo, Tijan Holder, Rod Norman
Colourist: Jean Clement @ Company3
Music Company: Soundtree Music
Music Supervision: Neil Athale & Colin McIlhagga
Creative Director: Peter Raeburn
Audio Post Production: Anthony Moore @ Factory Studios
Soundtrack: La La Lu By Peggy Lee, Universal Music & Universal Publishing
