UK department store network John Lewis has launched its national Christmas advertising campaign in the UK using a Beatles song, “From Me To You”.
The 1963 Beatles track was re-recorded especially for the five week long campaign, with vocals including Matt Spinner, a member of the John Lewis music society and a member of the IT department at John Lewis Head Office. The re-arranged track was given the green light by the Lennon and McCartney estates. Licensing was processed by Sony/ATV, a joint venture between Michael Jackson and Sony, who owns the rights to the Northern Songs catalogue, comprising virtually all songs written by John Lennon and Paul McCartney.
The $5.6m campaign focuses on the idea of matching people and presents, and demonstrates that if someone has really put thought into choosing a gift the recipient will feel special and understood. The strapline is: “If you know the person, you’ll find the present”.
Ed Morris, Lowe’s Executive Creative Director said “We’re approaching the crescendo to what has been a disconcerting year. Intuiting the nation’s current sensitivity has helped us push the work to what will be the refreshing antidote to the usual retail din.”
Supporting digital executions will go live on 11th November with press running the following week on 17th November and outdoor from 1 December. As well as other traditional outdoor formats, the 10″ tv ads will also run on digital escalator panels and cross track projections across the London underground.
Says Craig Inglis, Head of Brand Communications for John Lewis: “We think the atmosphere will be very different amongst shoppers this Christmas, with big statement gifts giving way to more considered, personalised gifting. Our Christmas campaign reflects a more reflective and thoughtful approach to present buying, whereby each gift is chosen with real consideration and care.”
He concludes, “The campaign is very intimate in feel, with close up portraits of people – and a pet – used as cues for what might be their perfect gift. As the portraits are very close up, we cast actors who could capture that feeling with a tilt of a chin, the raising of an eyebrow and in the case of the dog, a flick of an ear.”
Click on the image below to play the video in YouTube
The John Lewis Christmas campaign was developed at Lowe London by copywriter/art director Ed Morris, planner Tracey Follows.
Filming was shot by director Malcolm Venville via Therapy Films. Editing was done at Final Cut. Post production was done at Shiny. Audio post production (including music) was done by Morgan Van Dam. Media was planned at MG OMD by Tim Pearson.