The Christmas season of giving to friends and family is over. Saatchi & Saatchi and John Lewis shift the focus to giving in to the things we really desire for ourselves – it’s winter sales time.
The campaign, Succumb to the Sale, is all about the voice in your head that can’t let a great deal go and a new perspective on buying that highlights the design, quality and style of this year’s John Lewis range.
The campaign leaves the look and feel of traditional sales advertising behind. Its design-led executions span digital, social, OOH, BVOD and in-store, created with Man vs Machine. Across BVOD and digital, the films include a voiceover that brings to life the inner monologues of what the customer wants, and custom edits in which the shop tannoys encouraging viewers to succumb to John Lewis’ quality and prices.
Rosie Hanley, marketing director, John Lewis Partnership, stated,“This distinctive concept puts the John Lewis brand at the heart of our sale campaign. We wanted to elevate the sale shopping experience, and Succumb to the Sale does exactly that. I am looking forward to seeing how the platform that’s been created performs, and look forward to developing it as a foundation for future sale campaigns.”
Franki Goodwin, chief creative officer, Saatchi & Saatchi, added,“After the most anticipated ad of the Christmas season, comes the John Lewis Sale work that no one knew just how much they needed. As we all shift from the ‘giving’ of Christmas to the ‘taking’ of January sale season, this work gets under our shopping skins in and out of store by harnessing the power of visual and verbal persuasion. Who knew watches and mattresses could live in our minds in this way.”
Credits
Client: John Lewis
Marketing Director: Rosie Hanley
Marketing Lead: Emma Wood
Senior Marketing Manager: Emma Rule
Marketing Manager: Yuen Ip
Advertising Senior Executive: Ellie Keith
Advertising Agency: Saatchi & Saatchi
Chief Creative Officer: Franki Goodwin
Executive Creative Director: Paddy Fraser
Associate Creative Director: Mia Silverman
Executive Design Director: Nathan Crawford
Designer: James Goodwin Davies
Senior Planner: Polly Goodman
Managing Partner: Humphrey Taylor
Business Lead: Rania Kouros
Account Director: Jack Steer
Account Manager: Dylan Payne
Agency Producer: Jennifer Parkes
Media Buying Agency: Manning Gottlieb OMD
Managing Partner: Geraldine Ridgeway
Business Director: Melanie Nixon
Account Manager: El Rutherwood
Production Company: Friend
Direction, Motion Design, Edit & Production: Man Vs Machine
Producer: Chloe Bayley
Sound House: String & Tins
Sound Engineer: Lawrence Kendrick
