Magazine article Marketing

Marketing Promotion: The Thinkboxes Winner for March/April 2010 - Pure TV Brilliance from John Lewis

Magazine article Marketing

Marketing Promotion: The Thinkboxes Winner for March/April 2010 - Pure TV Brilliance from John Lewis

Article excerpt

Never knowingly undersold' has been a part of John Lewis' brand positioning for 80 years. At the end of last year, the retailer's marketing director, Craig Inglis took a decision to relaunch the proposition to give it greater resonance with consumers.

The culmination of the relaunch campaign was this epic and emotional television ad, created by Adam & Eve. The 60-second spot was designed to reinforce John Lewis' long-standing commitment to deliver fair prices, excellent customer service and the highest quality across a wide range of products.

The execution charts a woman's life from infancy until she becomes a grandmother by depicting all the key events in which the retailer has played a part. It is accompanied by a cover of the Billy Joel song She's Always A Woman, performed by Fyfe Dangerfield, lead singer of The Guillemots.

Craig Inglis, John Lewis' director of marketing, said: 'While we expected the ad to have an impact, we have been overwhelmed by the volume of responses and how deeply it has affected people. …

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