Adam&eveDDB, MPC, Blink and a little girl with Maddie Ziegler dreams in her head may well have created the ad of the year.
If you’ve never been a Tiny Dancer tearing through the house creating havoc in a tutu and ballet slippers, then your little sister, your daughter or the gawky girl next door has. And you were the little boy in the ad, watching bemusedly.
Sia didn’t have to make to idea world famous (Chandelier’s official video has had 860,759,152 YouTube views) to make it universal.
That John Lewis’ Tiny Dancer is NOT a ballet prodigy. That gives both the reference to Chandelier and the ad’s central idea their oomph.
So, too, does adam&eve’s decision to reunite its Monty the Penguin production team, production company, Blink; director, Dougal Wilson and post-production company, MPC.
“Every little girl has been that little girl and every little boy has done something similar. You would be hard pushed to find someone who can’t relate to this scene”, Rick Brim, executive creative director, adam&eveDDB, stated.
His copywriter noted, “If it matters to you, it matters to us,” and placed it in the tagline.
The idea is that John Lewis Premier Home Insurance keeps your things protected, no matter what is happening in your home.
Margaret Burke, head of marketing, Financial Services at John Lewis, explained, “The advert is heart-warming and features an iconic song, but most importantly it reminds viewers that John Lewis Home Insurance can offer peace of mind, allowing them to enjoy family life – knowing that they have protection in place, they can simply let life happen. Our campaign encapsulates this perfectly.”
The 90 second film launched on YouTube on Friday August 21 and on TV in the UK from Saturday August 22. It will also run in cinema.
The campaign full also includes print, digital and DR advertising.
Creative credits
Agency: adam&eveDDB
Chief creative officer: Ben Priest
Executive creative directors: Richard Brim
Copywriter: Jo Cresswell
Art director: SianCoole
Planner: Tom Sussman
Production company: Blink
Director: Dougal Wilson
Editor: Joe Guest @Final Cut
Post Production: MPC
VFX Supervisor: Tom Harding
Colourist: Jean Clement-Soret
Executive producer: Julie Evans
Post producer: Hannah Ruddleston
Soundtrack name and composer: Tiny Dancer – Elton John
Audio post-production: Anthony Moore @ Factory
