John Lewis’ emotional fatherhood ad introduces brand’s new slogan ‘For All Life’s Moments’

John Lewis has unveiled an emotional advertising spot about parenthood to accompany its new brand promise ‘For All Life’s Moments’.

The news comes days after the department store scrapped its 97-year-old ‘Never Knowingly Undersold’ price pledge.

Created by John Lewis’ agency collaborator Adam&EveDDB, the spot sees a father guide his new-born child through life. From late nights and tears to first words and steps, the emotional ad climaxes when the father drops his daughter off for her first day of school.

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“‘For All Life‘s Moments‘ is not a slogan; it’s an end line communicating to a customer what we stand for,” John Lewis customer director Claire Pointon said.

“But it’s as important internally so that we’re very clear on the moments we want to win at, and the products, services and experiences that connect to those moments. Plus how we make sure pricing is relevant for those moments – the new positioning very much sharpens the business decision making.”

John Lewis executive director Pippa Wicks also commented on the new slogan: “Today marks the first step of our journey to reimagine our business around a powerful insight around the Moments Economy. Customers told us that making the most of everyday moments contributes to their happiness.

“We’re already synonymous with the big occasions, from Christmas to planning a nursery.  In rising to the emerging Moments Economy, we’ll become the place that people know they can come to bring a little joy to all of life’s moments, in an affordable way.”

AgenciesBrandsCreative and CampaignsMarketing StrategyNews

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