John Lewis & Partners has launched an advertising campaign which will see the department store group retailer advertise its Spring/Summer season on TV for the first time ever. It is also the first time that the retailer has run product-focused TV adverts outside of Christmas and Clearance periods.
The campaign, which made its debut at 9pm on ITV on Monday (March 9), showcases the ‘very best’ of the retailer’s offering across home, fashion and beauty with the tagline: ‘Spring: we’ll help you style it.’
John Lewis said: ‘The campaign recognises customers’ mindset shift as we enter the spring season and demonstrates how we can help build a new season style that is as unique as our customers are – as reflected in the casting and different style types used throughout.’
More than 200 products appear in the advert, of which almost 60% are own-brand. In Home, the new season focuses on a third more in-house designed product, with a focus on colour, texture and ‘small flourishes which inspire customers to update their space in a more affordable way’.
Featuring the music track “Just Move” by US artist Rayelle, the campaign is supported by a suite of content across jl.com, digital, outdoor and print advertising, email, social media, in-store and windows.
Martin George, marketing director of John Lewis Partnership, said: “We know that our customers want to hear more from us outside of the Christmas period, which is why we’ve launched our first ever Spring TV-led advertising campaign, enabling us as a business to connect with more people in the most relevant way.
“This campaign showcases our credentials as a brand in tune with modern living and our expertise in design across our own-brand products and the very best of the brands we offer across fashion, beauty and home”.
The campaign runs throughout the Spring season, ending on April 26.