John Lewis Insurance entertained us way back in 2015 with Tiny Dancer, the story of a clumsy little ballerina who wreaks havoc in her home. Now, its longtime agency Adam&Eve/DDB is back with a new spot along the same lines, this time featuring a super dramatic little boy.
The fun spot, directed by MJZ's Tom Kuntz, sees the kid dress up in his mom's clothes and makeup, putting on a diva-like performance around the house to Stevie Nicks' classic "Edge of Seventeen." Everywhere he goes, he strikes a pose while breaking objects or smearing paint—basically, destroying everything in his path as his censorious little sister and mom watch from the sidelines.
While the creative idea is generally the same as before (i.e. don't worry about the damage, because you have John Lewis Insurance), it's an entertaining update with an inclusive slant. The campaign also has a new strapline: "Let life happen."
The ad breaks on U.K. TV tonight, and will also feature on YouTube, streaming services, social media and on digital screens outside John Lewis's Waitrose supermarkets.
The campaign forms part of John Lewis’s plans to quadruple the size of its financial services business; the company has closed around a third of its physical retail stores this year in a large shake-up of its business in the wake of the pandemic, as it moves more retail online.
The brand is still expected to launch a Christmas ad with Adam&Eve/DDB, although it last week announced a review of its media business, currently handled by MG OMD, as per Campaign.