How John Lewis looked to bring heart, trauma and love to eagerly awaited Christmas ad [Video]

The Drum joined the retailer and its agency Saatchi & Saatchi for an exclusive private screening to hear about the pressure and privilege of making Christmas’s most anticipated ad.

In September, John Lewis revived its iconic 100-year-old tagline, ‘Never Knowingly Undersold,’ and promised to launch its “biggest marketing campaign” ever. In a first for the 160-year-old British heritage brand, it chose to captivate customers with a three-part festive trilogy.

The first installment, ‘The Window,’ showcased the defining eras of the store through a changing storefront, while the second, ‘Give Knowingly,’ shifted the focus to the products.

Now, the trilogy reaches its conclusion with Saatchi & Saatchi’s, ‘The Gifting Hour’. The story follows Sally, who, like many people, has left her festive shopping a bit late and is now rushing to find a gift for her sister at a John Lewis store.

While browsing, Sally tumbles through a rack of dresses and is transported back …

Tags Brand Content Strategy, Brand Experience, Brand Influencer Marketing