To mark its 150th anniversary this year, John Lewis will be launching a marketing campaign including a new TV advert entitled ‘Never Standing Still.’
The 90 second advert goes live on the department store group’s social media channels today (Friday May 2) and will launch tomorrow (Saturday May 3) during ITV’s ‘Britain’s Got Talent’.
The promotion is a celebratory look at life in Britain from past to present, reflecting the fact that John Lewis has been present in its customers’ lives, over the past 150 years. It is made up of a series of vignettes showing the people of Britain, in all walks of life, on the go. The scenes are linked together visually using a technique where the movements of the lead character are matched from one scene into the next.
The advert includes scenes from different decades, from the 1930s to the present day, and highlights John Lewis products bought by its customers during that time. The retailer’s marketing and archive teams have worked closely together to ensure the product detail and visual references in each scene are accurate and evocative of the time. It is set to a cover of ”This Time Tomorrow’ by The Kinks performed by Gaz Coombes, formerly lead singer of the band Supergrass.
John Lewis marketing director Craig Inglis said: “In this very important year for us, this campaign celebrates how our customers’ lives have kept moving over the last 150 years and the role that John Lewis has played in moving with them. We hope the campaign will evoke nostalgia, leaving our customers feeling uplifted and excited about a summer of celebration.”
The promotion makes up part of a much bigger campaign celebrating 150 years of John Lewis, including press and digital outdoor advertising, radio partnerships, social media activation and an online campaign site.
Celebrations will take place throughout all John Lewis shops and the flagship on London’s Oxford Street will include a new exhibition called ‘Stories of a Shopkeeper’ along with a roof garden, both opening to the public tomorrow.
The ad can be viewed on www.johnlewis.com and the John Lewis YouTube channel (www.youtube.com/johnlewisretail) today, kicking off with a 90 second version and supported by a combination of two shorter versions running throughout May.