John Lewis unveils 'for all life's moments' positioning

adam&eveDDB created the campaign to support John Lewis' new brand promise

By creative salon

08 September 2022

A new ad showing the highs and lows of modern family life - particularly the special moments in a Dad’s relationship with his daughter - has been launched to illustrate the new John Lewis promise: For All Life's Moments.

The new brand promise has been developed to support its ambition to become the world’s first moments-based retailer, pledging to be there for customers for all life’s moments. This ad is seen as chapter one of the stories and moments we plan to tell.

The ad - created by adam&eveDDB - takes us on a journey through the highs and lows of parenting through touching moments shared between a father and daughter.

It depicts moments in family life from the big milestones, bringing a new baby home from hospital, and a first birthday, though to changing nappies, car journeys together and a shared trip to the high street. The final scene shows the daughter walking confidently into school alone on her first day.

Claire Pointon, John Lewis Customer Director, said: “To launch our brand promise, we wanted to tell a story about the way John Lewis plays an important role in those moments that really matter to our customers.

“Our ad achieves this in a beautiful and moving way - showing how we are there for those cherished family moments as well as the big milestones for which we are renowned.”

The TV ad, which uses the soundtrack of La La Lu by Peggy Lee, is just one element in a multi-channel campaign to support the new brand promise. We’ll be using a range of media, planned by Manning Gottlieb OMD including OOH, press and social, as well as owned channels to show how our high quality and affordable products means we are there for all life’s moments.