VIDEO: John Lewis creates first ever Spring/Summer TV campaign


John Lewis & Partners has launched its first ever TV ad campaign to promote its Spring/Summer season.

It is also the first time that the retailer has run product-focused TV adverts outside of Christmas and Clearance.

Mediashotz was slightly disappointed to see that there was no sign of loveable new dragon character Excitable Edgar; who led the firm’s 2019 Christmas campaign.

John Lewis ad

First airing at 9pm on ITV on Monday 9 March, the new campaign showcases the very best of the department store’s offerings. This includes home, fashion and, for the first time in a TV campaign, beauty.

The campaign’s central thought is: “Spring: we’ll help you style it”. Its modern, vibrant and fast pace brings to life the retailer’s viewpoint for the season across all categories.

The campaign recognises customers’ mindset shift as we enter the spring season; and demonstrates how the retailer can help build a new season style that is as unique as its customers are. This, it said, is reflected in the casting and different style types used throughout.

200 products

More than 200 products feature in the campaign; almost 60% of which are own brand, demonstrating the strength of the retailer’s design credentials.

In Home, the new season will feature a third more in-house designed product. The focus on colour, texture and small flourishes inspire customers to update their space in a more affordable way.

For Fashion, the campaign heroes the latest styles from 70s retro chic to utility and provides inspiration for customers, whether they’re looking for advice around how to update their wardrobe with new season trends or finding the latest “must have” shoes or handbag to finish their look.

Beauty lovers get fresh inspiration for the season with bright palettes from new and innovative brands as well as well-loved luxury options.

Just Move track

Featuring the music track “Just Move” by US artist Rayelle, the campaign is supported by a suite of content which will play out across all customer touchpoint channels including, digital, outdoor and print advertising, email, social, in-store and windows.

It will be supported by John Lewis & Partners internal social programme, #WeArePartners, which now has 500 active Partners who create and share unique content across their own social channels.

“We know our customers want to hear more from us outside of the Christmas period; which is why we’ve launched our first ever Spring TV-led advertising campaign; enabling us as a business to connect with more people in the most relevant way”, Martin George, Marketing Director, John Lewis Partnership said.

“This campaign showcases our credentials as a brand in tune with modern living and our expertise in design across our own brand products and the very best of the brands we offer across fashion, beauty and home”.

The campaign runs throughout the Spring season, ending 26 April.