UK retail store chain John Lewis has launched “A Tribute To Givers”, the Christmas 2010 advertising campaign. The TV ad, filmed in Scotland, shows a variety of people going that extra mile to make gift-giving special. A little inspiration can turn any product into the most personal present. The 60-second ad features different sequences of events involving wrapping presents. Parents sneak in a big toy horse while their children watch TV. A man tries to wrap a bag in a library for his girlfriend before she turns up. Music is Elton John’s ‘Your Song’, recorded specially by Brit Award winner Ellie Goulding. The TV ad is supported by catalogues, in-store and online marketing, including a significant push on the retailer’s social media channels.
Click on the image below to play the 60 second Tribute commercial in YouTube (HD)
Click on the image below to play the behind-the-scenes video in YouTube (HD)
The Tribute To Givers campaign was developed at Adam&Eve, London, by creative directors Sidney Rogers and Harry Bugden.
The new version of the track performed by Brit Award winner Goulding was produced in collaboration with Ben Lovett from Mumford and Sons.
Media planning and buying is through Manning Gottlieb OMD.