The second part of John Lewis Christmas advert portrays the art of gift giving.
This year, department store chain John Lewis has launched an ambitious proposal for its Christmas campaign: to create a trilogy of advertising campaigns to start celebrating the brand’s 100th anniversary, which it will celebrate in 2025.
In September, it launched “The Window”, which portrayed the great changes that London society has experienced in all this time. Now, the second part of the John Lewis Christmas advert consists of eight tv adverts that describe the art of giving gifts.
John Lewis | Give Knowingly
“Give Knowingly” is the title of the second part of the John Lewis Christmas advert made by the agency Saatchi & Saatchi. A collection of eight spots that pays tribute to the 100 most popular gifts of the Christmas season.
Actress Samantha Morton voices the first of the adverts in the series, to the rhythm of the song “Make You Feel My Love” by Bob Dylan performed by pianist Brad Kella. The first of the promoted items is the Cashmere jumper, one of the most popular gifts bought in the department store chain. This will be followed by porcelain, stuffed animals or items from brands such as Charlotte Tillbury, Google, Ninja or Dyson.
The John Lewis Christmas advert focuses on Black Friday, where two thirds of Christmas sales are made during the month of November and especially on that day. According to Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi: “While Christmas is still many weeks away, the journey to finding the perfect Christmas gift really begins now. It was essential that we captured the enormous beauty in the wisdom of getting to know our loved ones at this time of year and knowing the central role that the perfect gift can play in their lives for years to come.”
Charlotte Lock, Customer Director at John Lewis added: “We recognise a shift in the dynamics of Christmas shopping. And as Black Friday draws ever closer, our customers are focused on finding the perfect gift for their loved ones, this campaign provides inspiration.”
Watch | YouTube
