Ad of the Day: John Lewis portrays journey of fatherhood to introduce new slogan
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.
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“‘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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