John Lewis and Dixons in spat over ad

by Anne Cassidy, 21 September 2009, 9:29am

LONDON - John Lewis and Dixons are embroiled in a row over Dixon's new ad campaign which ridicules John Lewis's "middle England" appeal.

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Poster ads in the London Underground, launched by DSGi, the owner of the Dixons.co.uk, are in the style of a John Lewis ad and written in the signature John Lewis Green font.

The ads read: "Step into middle England’s best loved department store, stroll though haberdashery to the audiovisual department where an awfully well brought up man will bend over backwards to find the right TV for you."

Then the font changes into Dixon’s red and white lettering and adds: "Then go to Dixons.co.uk and buy it". It ends with the tagline: "Dixons.co.uk - the last place you want to go".

According to a newspaper report, Craig Inglis, head of brand communications at John Lewis said that his company found it a bit odd that a rival would make a virtue of the fact that it doesn’t have anything like a comparable service.

The Dixons website has also launched similar ads lampooning Selfridges and Harrods.

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All Comments

Rob Garner - 21 September 2009

It would have worked better if dixons had said 'then go to dixons and buy it at half the price' otherwise they're suggesting that their service is poor. Oh yes, so it is.

rob.garner@blueyonder.co.uk

Peter Martin - 21 September 2009

I am in the market for a Mac, which both offer \(Dixons are PC world, right). The price diff across the whole Mac firmament is about £2. So I am looking at added value, mainly on after-sales/guarantees. Frankly I can read the specs no probs. Hence the choices between the two after home delivery are pertinent, key... and interesting.

Not too fussed otherwise. Times is tight.

Commercial Digest - 21 September 2009

i like it...

Good insight into how people use Dixons.

Innit

tim masters - 21 September 2009

Yes well, in my experience, attempting to buy anything at Dixons \(or am I confusing them with Currys...what's the difference?) usually involves talking to some pimply kid who tries to blind you with pseudo science and who couldn't really give a toss whether you bought it or not. The imaginary Piers and his peers at the 'posh' stores are far more likely to give you customer service based on a degree of knowledge. I know where I'd rather buy my stuff from.

Fabien Mosquito - 21 September 2009

Brilliant.

Insightful planning. Simply executed.

Client with balls.

Only criticisms are that I think the John Lewis ad self-deprecates a little too much with the 'awfully well brought up' line and there isn't much benefit attached to going to dixons, the first poster was right in suggesting 'then go to dixons and buy it cheaper'.

This is encouraging, as it tells me that not all clients are too scared to step out of the norm.

Fabien Mosquito - 21 September 2009

Brilliant.

Insightful planning. Simply executed.

Client with balls.

Only criticism is that I think the John Lewis ad self-deprecates a little too much with the 'awfully well brought up bit'

Also, as the first posted suggested, should've been linked to a benefit.

Rob Mortimer - 22 September 2009

Love the thought behind The Last Place You Want to Go. Shows a good understanding of how people use the net.

matt keen - 22 September 2009

Are Dixons going to give you a free 5 year guarantee on that TV? No, didn't think so.

Stanley - 22 September 2009

nice. although not 100% sure of that tagline. best copy ad i've seen in a while though.

*waits for ponces/JL shoppers to kick up a stink*

Bella Ikpasaja - 09 October 2009

I noticed this only recently, on a platform and thought - good planning, cleverly written copy, simple and \(potentially) effective...and a subtle dig at their competitors \(JL, Harrods et al). However, that's where it ends...It would be far more effective if Dixon's consistently delivered on their brand promise, garnered a strong reputation in consumers' minds as the go-to portal/store for electricals \(also applies to its sister brands, Curry's and PC World). Furthermore that Dixon's proposition was distinct from Curry's and PC World; that way consumers would "then go to Dixons.co...and buy it."

Personally, I wouldn't know which of these to choose \(online/offline notwithstanding), so would almost certainly go to JL or indeed an independent...a great believer in supporting smaller businesses if service, guarantee etc meet my needs.

DSGi needs to focus on improving its service strategy and one that would keep them in good stead over time, to build trust, win customers, keep customers...indeed own the category. If they don't, Dixons could indeed be "the last place you want to go."