John Lewis & Partners is focusing on younger customers and families in its latest spot, which features scenes from everyday life.
The integrated campaign promotes its new Anyday range, which promises John Lewis quality and style at everyday prices. The one-minute TV ad is inspired by everyday situations including a sister cutting her brother's hair in the bathroom, a homeworker spilling coffee down himself and a couple eating pizza in front of the TV. Set to the soundtrack of The Minute Waltz by Barbara Streisand, the film presents a more representative cast and home environments that will appeal to a broader range of customers.
In a first for John Lewis, the ad calls out the price of the products which feature in the campaign, including a £2 mug, a £20 mirror and a £35 highchair.
The work was created by Genevieve Gransden and Selma Ahmed, and directed by Francois Rousselet through Riff Raff. Media is handled by Manning Gottlieb OMD.
In line with the target consumer, the campaign is more heavily weighted towards digital and social channels. The campaign will run in digital display ads, shop windows, on johnlewis.com and social media channels, and on the channels of sister company Waitrose, which also sells Anyday products.