John Lewis Insurance launches reckless ballerina ad

John Lewis Insurance has launched a campaign starring a young girl enthusiastically dancing around her house to Elton John's Tiny Dancer.

John Lewis Insurance: introduces the reckless ballerina
John Lewis Insurance: introduces the reckless ballerina

In the ad, which was created by Adam & Eve/DDB, the girl dances around the ground floor of her home, pulling shut curtains and twirling around plant pots as she sings along with John.

Richard Brim was the executive creative director on the ad, which was written by Jo Cresswell and art directed by Sian Coole. Dougal Wilson directed the spot, called "tiny dancer", through Blink.

The spot ends with a glass spiralling precariously and the line, "If it matters to you, it matters to us."

Margaret Burke, the head of marketing, financial services at John Lewis, said: "The ad is heart-warming and features an iconic song, but most importantly it reminds viewers that John Lewis Home Insurance can offer peace of mind, allowing them to enjoy family life – knowing that they have protection in place, they can simply let life happen. Our campaign encapsulates this perfectly."

The 90-second version of the spot has been released on YouTube this morning and will be on TV from tomorrow. The TV campaign will be supported by print, digital and direct response.

Brim said: "Every little girl has been that little girl and every little boy has done something similar. You would be hard pushed to find someone who can’t relate to this scene."

Wilson also directed the last John Lewis Insurance spot featuring household items coming to life, which also finished with the "if it matters to you, it matters to us" line.

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