John Lewis is running a new music-driven television advertising campaign using Billy Joel’s 1977 track, “Always a Woman to Me” and the tag line, “Never Knowingly Undersold on quality, price and service”. The campaign shows a girl growing to maturity as a woman, finally becoming a grandmother, with no sign anywhere of the John Lewis brand until the tagline at the end and the line, “Our lifelong commitment to you”. Music is sung by Fyfe Dangerfield, lead singer with The Guillemots.
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Craig Inglis, John Lewis marketing director, says, “For a long time “Never Knowingly Undersold” has been perceived as just a price promise, but it’s more than that: its about the total value we offer our customers, about the quality of the products we sell and the added value customers receive with the service our Partners offer. Now seems the perfect moment to reinforce this message”.
Nine actresses were used to play the main character in the clip, filmed in London in March. It took a crew of 65 to record it and for each stage of the woman’s life, between 20 and 30 actresses were auditioned.
The campaign was developed at Adam & Eve, London, by creative director Ben Priest, copywriters/art directors Ben Tollett, Emer Stamp, Steve Wioland, Matt Woolner, agency producer Leila Bartlam.
Post production was done at The Moving Picture Company (MPC), London, by producer Louisa Cartwright, Flame artists Dan Adams, Tom Harding and Byron Woodfinden, Shake artist Olivier Jezequel.
Sound was mixed at Jungle Studios by engineer James Saunders.