John Lewis launched its Christmas advertising campaign titled "From Me To You". The five week long John Lewis campaign, created by Lowe London, consists of one 60 second TV ad, two 40 second and six 10 second spots with a feel-good soundtrack of a re-recording of The Beatles track “From Me To You”. The track includes vocals from Matt Spinner, a member of the John Lewis music society who works in IT at John Lewis’s head office. The re-recorded re-arranged track – which can be listened to on You Tube - received the thumbs up from both the Lennon and McCartney estates.
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.
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."
Ad Agency: Lowe London
Copywriter: Ed Morris
Art director: Ed Morris
Planner: Tracey Follows
Media agency: MG OMD
Media planner: Tim Pearson
Production company: Therapy Films
Director: Malcolm Venville
Editor: Final Cut
Audio post-production: Morgan Bandan