John Lewis has expanded in the home insurance market with the release of an ad campaign by Adam & Eve DDB underlining its commitment to customers. There have been 130 complaints about the ad served to the ASA.
‘Let Life Happen’ sees the department store document the trail of destruction wrought by one young boy on the rampage through his family home to illustrate the benefits of putting money aside for unforeseen events.
Directed by Tom Kuntz and produced by MJZ, the campaign shows the one-boy tornado smashing vases, spilling paint and toppling lamps to the upbeat notes of Edge of Seventeen by Stevie Nicks – all while his dumbfounded family look on aghast.
In a statement, the retailer wrote: “It feels good to have home insurance that keeps up with your life, including optional add-ons to protect the things you love, so you can live in the moment. Fairly-priced and built with care, our cover looks after the accidental and the unexpected. So, you’re free to sit back, relax and let life happen.”
Led by a 30-second TV spot, the integrated campaign will span YouTube, streaming services, social media and digital screens outside Waitrose stores.
The campaign comes ahead of the eagerly-awaited John Lewis Christmas ad, which last year adopted a very different focus on kindness over gift-giving.