John Lewis launches second chapter of ‘Give Knowingly’ trilogy
Saatchi & Saatchi’s first chapter announced the return of ‘Never Knowingly Undersold’ and now the message of gifting is being shared before a further ad launches later this month.
John Lewis has unveiled a 2024 gifting campaign that comprises a gift list and eight films that it will run in partnership with brands such as Charlotte Tilbury, Samsung and Dyson.
The campaign lands ahead of the Black Friday trading period and similarly to the first installment, the voiceover comes from Bafta-winning actor Samantha Morton. The soundtrack is by Brad Kella, winner of Channel 4’s The Piano TV show, who accompanies the campaign with a rendition of Bob Dylan’s song Make You Feel My Love.
“Though we’re a few weeks out, the journey to finding the perfect Christmas present really starts now. It was essential we captured this insight in this second chapter and brought our amazing supplier brands into the story,” said Franki Goodwin, chief creative officer at Saatchi & Saatchi.
“There is so much beauty in the wisdom of knowing our loved ones at this time of year and knowing how much the right gift can feature in their lives for years to come. We’re excited to see this chapter in the real world... putting John Lewis at the heart of thoughtful gifting.”
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The fully integrated campaign will run across TV, broadcoast-video-on-demand, digital, social, a large-scale out-of-home and print campaign, plus social media and radio.
“We recognize the changing dynamic in Christmas shopping. As Black Friday builds and our customers focus on finding the right gift for their loved ones, this campaign offers them inspiration. It also reminds them that they can always buy the right gift at the right price at John Lewis, not just over the Black Friday period,” says the retailer’s customer director Charlotte Lock.
The campaign will also point consumers to the retailer’s MxC range, which donates profits to care charities.
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