John Lewis has launched a new advertising campaign to raise awareness of its new home insurance product. The campaign forms part of John Lewis’s plans to quadruple the size of its financial services business.
The one minute TV advert, created by agency
adam&eveDDB, shows a young boy, played by actor Reggie aged nine,
dressed up in his mother’s clothes, jewellery, shoes and make-up,
creating a trail of accidental damage as he gives an enthusiastic and
dramatic performance throughout his home. The advert is set to the
soundtrack ‘Edge of Seventeen’ by Stevie Nicks and concludes with the
strapline ‘Let Life Happen’.
Claire Pointon, customer director for John Lewis said; “We wanted to inject joy, freedom and humour into this campaign. The story we landed on fulfils this, with the idea that when you have John Lewis’ Home Insurance with the option of accidental damage cover, you don’t need to worry anymore, you can just ‘let life happen’.
“The ad playfully highlights the things that could happen as Reggie dances around, freely expressing himself, from knocked vases and picture frames, to paint on the carpet and nail varnish along the bannisters.”
In addition to TV slots this integrated campaign will feature on YouTube, streaming services, social media channels, and appear on digital screens outside Waitrose stores.