John Lewis products take to the stage for spring campaign

by Nikki Sandison, Brand Republic 28-Mar-08, 10:45

LONDON - John Lewis products become the inspiration for theatre performances in its spring TV ad campaign, which breaks on April 1 during the Champions League quarter-final match on ITV1.

The campaign, created by Lowe London, aims to showcase the department store's new collection of spring homeware and marks its first TV ad at this time of year since 2005.

The ad is set on a theatre stage and features four different performances inspired by John Lewis products, including a yellow parasol, a field of cushions, a chaise longue and a variety of chandeliers.

The spot begins with a woman walking towards a giant box, which opens to reveal a bright yellow parasol. This is followed by a performer dancing through a field of cushions, a woman gliding down a spiral slide to land neatly on a chaise longue, and finally a man flying across the stage reaching out for sparkling chandeliers.

Each scene has a different musical style and coloured background to complement the product and the ad concludes with all four performers taking a bow on the stage.

The spot ends with the tagline "John Lewis. Set the stage for spring".

Gill Barr, marketing director at John Lewis, said: "We were keen to show how just one product can transform both a person's outlook and home. The ad aims to give customers inspiration and to help them see their home in a new light."

Tom Hudson, creative director at Lowe London, said: "The new commercial is bursting with colour and music that makes you smile. It's bright and beautiful. Like spring at John Lewis."

The campaign will run for four weeks on TV and consists of one 40-second ad and four 10-second ads.