John Lewis has released a new set of television idents which will showcase the department store’s home range alongside Channel 4 Homes programming.
It marks the first time Saatchi & Saatchi has produced a major TV campaign for John Lewis, since the retailer’s last Christmas advert.
The ‘Home Dialogues’ campaign comprises 18 new idents, each detailing couples undertaking the painstaking process of picking a harmonious design choice. Many of the scenes were filmed in John Lews White City and feature real life John Lewis partners, the first time the retailer has showed its shop or teams in its advertising.
One of the idents is centred on a customer buying a duvet and asking what a tog is, while in a second a couple ponder whether their future grandchildren can still have a sleepover on a curvy sofa.
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Meanwhile, in another a couple discuss whose side of the bed a bedside table would go on, and whether it’s possible to change sides after nine years.
The idents will be accompanied by social media and YouTube media activity as well as Channel 4 digital activity – with sponsorship activity navigated by Manning Gottlieb OMD.
“Love isn’t always expressed in the big life conversations behind closed doors, it’s expressed in conversations about paint and side tables and duvets in John Lewis. Once you start hearing them, you’ll hear them everywhere you go,” said Saatchi & Saatchi chief creative officer Franki Goodwin.
“With the help of a dream director in Marielle Heller we’ve brought these to life in a suite of idents that complement the Channel 4 Homes programming perfectly.”
It comes as the retailer forecast further profit growth last month.
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