John Lewis launches £6.2m seasonal shadows push

by Nikki Sandison, Brand Republic 02-Nov-07, 08:30

LONDON - John Lewis is launching its biggest Christmas advertising campaign to date, featuring carefully stacked presents which create shadows in the shape of the intended recipient.

The campaign, created by Lowe London, marks only the second time that John Lewis has used television for its Christmas advertising. It is also the first major TV campaign for the retailer from Lowe since it was appointed in July 2006.

The TV spot shows a team of people arranging John Lewis products to create a shadow in the shape of an elegant lady, for whom the gifts are intended. All of the shadows are real and not digitally manipulated.

'Morning Serenade', the theme from Prokofiev's ballet 'Romeo and Juliet', plays throughout the ad.

The campaign also includes press, cinema, outdoor and John Lewis' first ever digital work. It is costing £6.2m, triple the amount John Lewis spent last year.

The idea behind the campaign is to help people find the perfect present for the people they love.

Gill Barr, marketing director at John Lewis, said: "We want to use our range to inspire customers to get a present that perfectly reflects the personality of the person they are giving to."

Judy Mitcham, chief marketing officer at Lowe London, said: "The idea behind the campaign is very simple -- the execution has been challenging but the effect in the end result is both striking and compelling."