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.