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By Amy Houston | Reporter

September 8, 2022 | 4 min read

After killing off its ‘Never Knowingly Undersold’ slogan, British retailer John Lewis has debuted an emotive ad to introduce its new brand promise, ‘For All Life’s Moments’.

In the spot, which was created by long-time agency partner Adam&EveDDB, a father takes his new born daughter home from the hospital and, as the late nights, stained clothes and loud crying ensues, viewers get to see their relationship grow through the years.

As the young girl gets older, the advert shows all the milestone moments that parents go through – first words, steps, mealtimes, even mundane trips to the supermarket. In the final scene, the father drops his daughter off for her first day at school.

“‘For All Life‘s Moments‘ is not a slogan; it’s an end line communicating to a customer what we stand for,” said Claire Pointon, who became the retailer‘s first customer director earlier this year.

“But it’s as important internally so that we’re very clear on the moments we want to win at, and the products, services and experiences that connect to those moments. Plus how we make sure pricing is relevant for those moments – the new positioning very much sharpens the business decision making.”

Credits

John Lewis & Partners

Customer director: Claire Pointon

Head of brand and marketing: Rosie Hanely

Advertising lead: Emma Wood

Senior advertising manager: Michelle Barry

Advertising senior executive: Lara McWiliam

Adam&EveDDB

Chief creative officer: Richard Brim

Creative directors: Matt Gay, Feargal Ballance

Copywriter: Darren Beresford

Art director: Richard Gayton

Agency producer: Sally Pritchett

Assistant producer: Charlotte Ellison

Planners: Martin Beverley, Hugh De Winton, Sian Iles

Social: Phoebe Wright

CEO: Tammy Einav

Managing partner: Paul Billingsley

Business directors: Betsy Bluer

Account directors: Phoebe Swan

Account managers: Freya Schofield

Business affairs: Jamie Hirst

Legal: Tom Campbell, Trine Odine, Candice Macleod

Design: King Henry

Designer: Dave Robinson

Media agency: Manning Gottlieb

Media planners: Geraldine Ridgeway, executive director; Ryan Cummins, business director; Jordan Golding, account director

Production company: MJZ

Executive producer: Dickie Jeffares

Producer: Alicia Richards

Director: Juan Cabral

DOP: Justin Brown

Editing company: Final Cut

Editor: Rick Russell

Post-production: Nineteentwenty

Post producer: Chee Yen Wang

VFX supervisor: Ludo Fealy

Lead 2D artist: Matt Hutchins

2D artists: Jamie Stitson, Taylor Webber, Tom Clapp, Adam McHale, Alejandro Marzo, Tijan Holder, Rod Norman

Colorist: Jean Clement @ Company3

Music company: Soundtree Music

Music supervision: Neil Athale & Colin McIlhagga

Soundtree creative director: Peter Raeburn

Audio post production: Anthony Moore @ Factory Studios

Soundtrack name and composer: La La Lu by Peggy Lee, Universal Music & Universal Publishing

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