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John Lewis does it again in new ad with adorable child dancing to Elton John

John Lewis has rolled out an ad for its Home Insurance arm, showing a little girl clumsily dancing around her house to Elton John’s Tiny Dancer.

Under the new strapline, ‘If it matters to you, it matters to us’, John Lewis tasked long-term creative agency adam&eveDDB – the agency behind ‘Monty the Penguin’ – to create an ad that would drive awareness of its insurance services in a lighthearted way.

The advert sees a young girl play, prance and pirouette around her home, narrowly missing crashes with TVs, bookcases, artwork and chandeliers.

“The reason John Lewis is in insurance is that if something means a lot to our customers - whether it be their home or their contents - then it means a lot to us too,” said Margaret Burke, head of marketing, financial services at John Lewis.

"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.”

The campaign will appear on TV for the first time when it launches with a 90-second TV advert on Saturday 22 August at 8.30pm, during the break in ‘The Saturday Night Story’ on ITV.

TV activity will be supported by national press, in-store, digital and cinema advertising, as well as customer comms and a dedicated microsite.