John Lewis Promotes Its Cheaper Own-Brand In New Campaign

John Lewis is launching a new campaign, created by agency adam&eveDDB, targeting younger customers and families to promote its new affordable own-brand, Anyday.

The new Anyday brand is a critical element of it turnaround strategy, which aims to grow market leadership across homeware, technology, baby care and baby clothing.

The TV advert is inspired by situations which illustrate everyday life including: a sister cutting her brother’s hair in the bathroom, a home worker spilling coffee down himself, and a couple eating pizza in front of the TV. It is set to the soundtrack of “The Minute Waltz” by Barbara Streisand.

The Anyday brand was launched last month with over 2,400 stylish, thoughtfully-designed products across homeware, technology, baby care and baby clothing. Prices are on average 20 percent lower than its current own brand. In the autumn over one thousand more products will be added to the range.

Claire Pointon, partner and customer director at John Lewis said: "Our new Anyday range offers John Lewis quality and style at everyday prices and this is the central thought behind our new advertising campaign. The campaign feels different in tone and creative from our usual adverts because we really want to show case how customers live their lives, and highlight the role we can play in their everyday lives. In the advert, we’ve purposefully placed our Anyday products in real, everyday life moments which they can relate to, encouraging them to consider John Lewis as a place they can come and shop with us for more frequent, everyday items. In addition, and to highlight the great everyday value that Anyday delivers to customers, we’ve called out the price of our products for the first time ever in TV advertising."

This is the second major advertising campaign the retailers has run to support its new strategy of focusing on home offer and the role it plays in family lives in the home. Last autumn, it ran a campaign inspired by the humorous situations experienced in our homes during the pandemic. John Lewis also launched a new, glossy, quarterly magazine to reinforce its reputation as an authority on style and design for the home.

CREDITS

Client: John Lewis & Partners

Claire Pointon: Director of Customer, John Lewis & Partners

Matt Richmond: Director of Creative, John Lewis & Partners

Emma Wood: Senior Marketing Manager, John Lewis & Partners

Emma Rule: Marketing Manager, John Lewis & Partners

Kinali Patel: Marketing Manager, John Lewis & Partners

Charlotte Caldwell: Marketing Executive, John Lewis & Partners

Agency: ADAM&EVEDDB

Chief Creative Officer: Richard Brim

Joint Chief Executive Officer: Tammy Einav

Creative Director: Matt Gay & Feargal Ballance

Creatives: Genevieve Gransden & Selma Ahmed

Agency TV Producer: Petrina Kilby

Chief Strategy Officer: Martin Beverley

Strategy Director: Hugh de Winton

Strategist: Siân Iles

Managing Director: Paul Billingsley

Business Director: Jo Lorimer

Account Director: Skye Stoppani

Account Manager: Annabel Thomson

Project Manager: Amy Waldman

Executive Content Director: Simon Adamson

Head of Content: Jessica Taylor

Senior Content Creative: Camille Standen

Social Media Manager: Phoebe Wright

Designer/Typographer: King Henry: Alex Fairman

Interactive Design Director: Adrian Baker

Interactive Design Director: Mauricio Brandt

Chief Production Officer: Anthony Falco

Head of Integrated Production: Ben Sharpe

Business Affairs: Lois Edwards / Emily Eshelby / Klaudia Jozwicka

Legal Counsel: Annika Patel & Trine Odin

Media agency: Manning Gottlieb OMD

Executive Director: Glenn Berchnall

Business Director: Ryan Cummins

Account Director/s: Lauren Ashford

AV Media Planners: Gabriella Michalski

Social Media Planners: Gilad Mandelboim

Production Company

Production company: Riff Raff

Director: Francois Rousselet

Executive Producer: Tracey Cooper

Producer: Cathy Hood

Production Manager: Rachael Donson

DOP: Alex Barber

Production Designer: Andy Kelly

1ST AD: Joe Carter

Casting Director: Sophie North and Carine Youb

Costume Designer: Rebecca Rich

Hair & Make Up Designer: Bernadine Long

Gaffer: Paul Molloy

Location Manager: Jacques Groenewald

Music

The Minute Waltz by Barbra Streisand

Publishing: Warner Chappell

Master: Sony Music

Editor: Dominic Leung

Offline Edit Producer: Harriet Cawley

Assistant Editor: Rob Daglish

Edit House: Zed

Sound Design & Mix:

Sound Design & Mix: Anthony Moore & Jack Hallett

Audio producer: Beth Massey

Sound House: Factory Studios

Post production company: Black Kite Studios Ltd

VFX Lead: Guillaume Weiss

Head of Production: Amy Richardson

Grade: Black Kite Studios Ltd

Colourist: Richard Fearon