John Lewis’ new direction with Saatchi & Saatchi, Give Knowingly, has launched its second campaign, celebrating the wisdom and wise choices of its customers, as they search for the perfect Christmas gift (and reinforce John Lewis as the home of gifting with a wide range in the process). The campaign features the Top 100 Gifts for the season in eight films that will run across TV, BVOD, digital, social, a large-scale out of home and print campaign, and social media and radio.
This second chapter follows chapter one, that announced the return of Never Knowingly Undersold in September. Chapter three will launch its always-anticipated Christmas Ad later this month.
The campaign has launched ahead of the all-important Black Friday trading period, which takes on a new significance with the revival of its Never Knowingly Undersold price promise.
The company will be matching 25 key competitors using AI technology, so that customers can be assured that they are getting highly competitive prices alongside the quality and service that John Lewis is renowned for. The John Lewis Christmas campaign has launched early as November has become a key gifting period – with nearly two-thirds of all purchases made over the period bought as Christmas gifts – so Chapter Two will offer gifting inspiration. Its strapline transitions gracefully from Live Knowingly in chapter one to Give Knowingly in chapter two.
Samantha Morton is the voice of the campaign again and a new partnership with the winner of Channel 4’s The Piano, Brad Kella, accompanies the campaign with a piano rendition of the iconic Bob Dylan song, Make You Feel My Love. Products designed by Izaac, a care-experienced designer from the MxC range also appear in the campaign, with proceeds from the sale of products going to care-experienced charities.
Charlotte Lock, customer director John Lewis, stated:“At John Lewis we recognise the changing dynamic in Christmas shopping. As Back Friday builds and our customers focus on finding the right gift for their loved ones, this campaign offers them inspiration. It also reminds them that they can always buy the right gift at the right price at John Lewis, not just over the Black Friday period. After all, John Lewis knows more about giving great gifts than any other retailer – we’ve been doing it for 160 years.
“We’re delighted that this includes our MxC range. John Lewis has a long-standing commitment to the care-experienced community through its employability programme and fundraising, and we are thrilled to be featuring incredible care-experienced talent in this campaign and showcasing gifts made by care-experienced designers.”
Franki Goodwin, chief creative officer at Saatchi & Saatchi, added, “Though we’re a few weeks out, the journey to finding the perfect Christmas present really starts now. It was essential we captured this insight in this second chapter and brought our amazing supplier brands into the story.
“There is so much beauty in the wisdom of knowing our loved ones at this time of year and knowing how much the right gift can feature in their lives for years to come. We’re excited to see this chapter in the real world, driving to real products and putting John Lewis at the heart of thoughtful gifting.”
List of Brand Partnership Films:
- Nespresso featuring Vertuo Lattissima Coffee Machine, £379
- Oura featuring Oura Ring 4, from £349
- Ninja featuring Double Stack XL Air Fryer, £233
- Google featuring Google Pixel 9 Pro, Porcelain from £999
- Samsung featuring Galaxy Tab S10 Ultra, from £1,199
- Dyson featuring Airwrap i.dTM Multi-styler and dryer in Strawberry Bronze, £479
- Charlotte Tilbury featuring Magic Cream, 50ml, £79
Credits:
Client: John Lewis
Customer Director: Charlotte Lock
Brand Director; Rosie Hanley
Brand Marketing Lead: Katie England
Brand Marketing Manager: Carolyn Timberlake
Media Planning Lead: Stellina Argyropoulou
Agency: Saatchi & Saatchi
CCO: Franki Goodwin
Executive Creative Director: Eoin Mclaughlin
Creative Director: Mia Silverman
Creatives: Iki Choi & Will Griffin
Design Director: Nathan Crawford
Designers: Rakeem Russel, Maarit Koobas, Ajay Sookraj
Head of Planning: Emily Lewis-Keane
Planning Director: Polly Goodman / Shaun Murphy
Business Lead: Rania Kouros
Account Director: Cali Fish
Account Manager: Hamish Dundas
Agency Producers: Stephanie Evans, Joe Revens, Hannah Wood
Production Company: Knucklehead
Director: Chris Hewitt
Producers: Matthew Brown, Tim Katz, Cat Irving
DoP: Christopher Sabogal
Production Designer: John Beard
Editor: Adam Marshall
Post-Production Company: Electric Theatre Collective
Colourist: Jason Wallis
Producers: Katie Sharpe & Magda Krimitsou
Sound Engineer: Jake Ashwell
Production Studio: Prodigious
Head of Design: James Crickmore
Senior Project Manager: Jemma Marriott
Senior Designer: Kumal Shah
Senior Motion Designer: Aivaras Seduika
Media Buying Agency: OMD Manning Gottlieb
