Gurjit Degun
Sep 11, 2022

John Lewis reveals campaign around 'For life's moments' brand positioning

It shows the ups and downs of having a baby.

John Lewis has released an ad campaign following a father and daughter relationship as part of its new brand positioning "For all life's moments".

The "Stuck on you" campaign has been created by Adam & Eve/DDB and opens with a dad placing his hand on his partner's pregnant belly saying: "Hello."

The viewer is then taken through all of the moments parents experience with a new baby, into toddler-hood and then when it's their first day of primary school – something that many parents are experiencing this month.

The film shows the sleepless nights with a newborn, weaning, first words, first steps and birthdays, ending with the girl's first day at school and an emotional father. The soundtrack is La La Lu by Peggy Lee.

Manning Gottlieb OMD handles media planning and buying for John Lewis. The campaign was art directed by Richard Gayton and written by Darren Beresford. It was directed by Juan Cabral through MJZ.

Campaign reported earlier this week that the work was due to break today as John Lewis moves on from its long-running "Never knowingly undersold" tagline.

Claire Pointon, John Lewis customer director, said: "To launch our brand promise, we wanted to tell a story about the way John Lewis plays an important role in those moments that really matter to our customers.

"Our ad achieves this in a beautiful and moving way - showing how we are there for those cherished family moments as well as the big milestones for which we are renowned."

Campaign UK

Related Articles

Just Published

2 hours ago

Tech On Me: Is Apple renewing its focus on ...

In a busy tech week, Apple unveils new ad tools, Oracle exits from ad tech, Amazon makes a big Taiwan bet, and Musk launches a war on Apple devices, and other weekly highlights.

3 hours ago

Campaign Global Agency of the Year Awards 2023: ...

New Zealand's Special repeats as Creative Agency of the Year while The Weber Shandwick Collective was named Asia Pacific Network of the Year.

4 hours ago

Agency Report Cards 2023: We grade 31 APAC networks

Campaign Asia-Pacific presents its 21st annual evaluation of APAC agency networks based on their 2023 business performance, innovation, creative output, awards, action on DEI and sustainability, and leadership.

4 hours ago

Agency Report Card 2023: Publicis Media

Starcom shone brightly for Publicis Media agency in 2023, and the Groupe decision to award staff bonuses was well received.