John Lewis unveils its first insurance ad in £5m campaign
John Lewis has today unveiled its first TV advertising campaign to promote its home insurance products.
The campaign was created by advertising agency adam&eveDDB and directed by Dougal Wilson, and consists of one 90-second, 60-second and 30-second national TV ad, as well as national press and online.
Head of marketing for John Lewis Insurance, Keith Bibby, said: “Our first TV campaign marks a real step change in the ambitions for our insurance business. We know customers trust our brand and love our products, which focus on integrity and service, so the aim of this campaign is to reinforce that message with existing customers while reaching new audiences.”
Created through stop-animation, the soundtrack for the TV advert is Scottish singer songwriter Nina Nesbitt singing a version of Fleetwood Mac’s ‘Don’t Stop’.
John Lewis marketing director, Craig Inglis, said: “In a market crowded with insurance advertising, we wanted to create a truly standout campaign that focused on the things in our lives that we all care about the most. I think the result is a beautiful, uplifting film, complemented by a knock-out vocal from Nina, and we hope the message will ring true with our customers.”
Unveiled on social media today, the ad will air on TV for the first time during Harry Potter and the Order of the Phoenix on ITV1 tomorrow.
Manning Gottlieb OMD handled planning for the £5m campaign, which is set to run for seven weeks; while Steak is handling the social media for the campaign, which will see Vine users given the opportunity to submit videos which reflect what matters to them most.
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STEAK is an International digital marketing agency with offices in Europe, Asia Pacific and North America. We were founded in 2005 by search engine pioneers who saw the need for a specialist digital agency that understood marketing and technology – and could talk the language of both worlds to help brands increase their online presence. Today the STEAK Group brands, STEAK and Minute Steak (www.minutesteak.co.uk) operate at a global level with two of the original founders continuing to manage the company. In 2011 STEAK became part of Dentsu, the World’s fifth largest marketing communications agency, with over 100 offices in 27 countries. The company’s range of services have expanded since it’s early days as a search agency to encompass integrated digital media and creative, but the focus remains the same: to deliver digital campaigns that generate a return on budgets, whether measured against sales targets or brand and engagement metrics.Find out more
Manning Gottlieb OMD
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