Lowe wins Anna for John Lewis million miles ad

by Nikki Sandison, Brand Republic 22-Jul-08, 10:30

LONDON - Lowe & Partners has been awarded the June ad of the month in this year's Awards for National Newspaper Advertising, for its John Lewis ad highlighting that the retailer is a "million miles" away from the hustle and bustle of the high street.

Darren Bailes, Anna judge and creative director at VCCP, picked three John Lewis executions to go forward for the £25,000 top prize at the annual Anna awards event in January.

He chose the "million miles" ad, created by Simon Morris, Patrick McClelland and Clive Pickering, because it captured the essence of John Lewis.

Bailes said: "While the rest of the high street descends into battle wielding enormous red and white sale signs John Lewis sticks to its principles.

"Simple, clear and informative -- the essence of the store itself. All advertising must reflect the brand, product or store in the way this work does -- otherwise punters will see straight though it and reject it as advertising piffle."

John Lewis 'million miles' by Lowe & Partners

A John Lewis ad won the £5,000 Art Direction award at the 2007 Annas.

Bales also nominated: DDB for Volkswagen Passat; Bartle Bogle Hegarty for Audi; and VCCP as part of the "know your limits" campaign for the Home Office.

The nomination for DDB confirms its lead in the newspaper creative league table. The agency has seven nominations, one of which was ad of the month in December 2007, and eight points, putting it two ahead of Bartle Bogle Hegarty.