Big brands and agencies are embracing low production, relatable campaigns

John Lewis and Saatchi & Saatchi have released a decidedly paired back campaign. Is this a sign of the times?

Whether John Lewis’ latest ad can be labelled an ‘Anti' Mother’s Day campaign is up for debate, but you can’t deny the effectiveness of its low production and relatable appeal.

While campaigns for the annual maternal celebration often veer into saccharine territory, John Lewis’ social series, starring comedian Daisy May Cooper, features some down-to-earth real talk.

The basic premise is that the no-holds-barred mum of five is riffing on some questionable gift giving at this time of year: “Do better, go to John Lewis” is the take-home, as she captures a universal bit of parental chaos.

Broad appeal

The organic films and targeted paid clips, all laced with Cooper’s signature wit, have been something of a wider trend in social advertising for a while now. But it’s a little more unusual to see brands as large (and prone to grand narratives) as John Lewis get in on the act.

Quick, relatable wins that humanise brands without overproduction or over sentiment may have been a winning formula for the likes of Ryanair and Duolingo, but are more in keeping with their general air of frivolity and self-parody.

As social media favours the raw over the refined, perhaps this type of campaign is set to be more of a mainstay, even for larger stalwart brands.

At the very least, it’s a reminder that humour and cultural conversations can cut through the noise, no matter how big the brand.