John Lewis, the UK store chain, is promoting nostalgic Christmas shopping this year with “The Feeling”, a television commercial featuring a remake of the Guns n Roses 1987 hit Sweet Child of Mine, and “Give The Perfect Gift”, a print and outdoor advertising campaign.
John Lewis used the “Sweet Child of Mine” track to evoke the feelings of joy, surprise and delight at being given a special present, with filming in real home environments and outdoors. Children open presents clearly intended for adults, giving cues for the adults who have lost their sense of wonder. The track was recorded by Taken by Trees, the solo project of Victoria Bergsman, former lead singer with The Concretes.
Click on the image below to play the video in YouTube (HD)
She’s got a smile that it seems to me
Reminds me of childhood memories
Was as fresh as the bright blue sky
Now and then when I see her face
She takes me away to that special place
And if I’d stare too long
I’d probably break down and cry
Sweet child o’ mine
Sweet love of mine
She’s got eyes of the bluest skies
As if they thought of rain
I hate to look into those eyes
And see an ounce of pain
Her hair reminds me of a warm safe place
Where as a child I’d hide
And pray for the thunder
And the rain
To quietly pass me by
Download Sweet Child of Mine on iTunes.
The Print and Outdoor Campaign
Press activity is appearing in weekend supplements, while large format poster sites are operating in London and on the London Underground. The campaign will also appear online, on the homepages of many websites including Yahoo and MSN.
The Sweet Child of Mine ad was developed at Adam & Eve, London, by creative director/copywriter Ben Tollett, creative director/ art director Emer Stamp, art director Nici Holfer, planner David Golding and agency producer Leila Bartlam. Media agency was Manning Gotlieb OMD. Media planner was Stacey Leonard.
Click on the image below to play the making-of video in YouTube (HD)
Featured in the commercial are Cath Kidston New Star Tiny Umbrella, Just Sheepskin Garrick Slippers, Sophie Conran for Portmeirion Mugs, Sony PRS600R eBook Reader Touch Edition, John Lewis Suede Across-Body Bag, One Button Assorted Pink Gem and Beads Necklace, Sony DSLR-A230 Digital SLR Camera, Dualit Espressivo 84200 Coffee Machine, Toshiba Satellite Laptop, B&W Zeppelin Mini iPod Speaker, Gruffalo 4 Piece China Set, New Apple iPod touch, John Lewis Leather Gloves, Chef’n G’rabbit Mini Salt and Pepper Set, Joseph Joseph Nest 8 Food Preparation Set, PURE Sensia DAB Internet Radio Audio System.