John Lewis kicks off its first advertising campaign this week with press
and poster work through Burkitt Edwards Martin.
The advertising hopes to show that the John Lewis Partnership, which is
wholly owned by its employees, cultivates a caring, personal approach to
its customers.
Julian Calderara, the client services director at Burkitts, said: ‘The
campaign is about substance. It states facts about John Lewis, coolly
and cleanly, to create intrigue.’
The ads break initially in the North-west.
One execution asks: ‘What makes a John Lewis department store
different?’ and presents a list of answers including, ‘We re-wax Barbour
jackets’ and ‘We do not have piped music.’
The campaign was created by Nick Scott, the head of art, and the
copywriter, Nick Wray, with photography by Peter Lavery.
