John Lewis targets younger set with lively ad promoting its new furnishings line

Work for the new 'Anyday' range from Adam&Eve illustrates everyday life with diverse casting

Published On
May 20, 2021

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John Lewis, the U.K. retailer known for its heartwarming Christmas ads, targets a younger demographic with a new lower priced furniture range. A new TV spot promoting the collection features a same-sex couple curling up in bed, fighting kids, screaming, messy babies, a stressed-out expectant mother and pesky pets,

The ad, by Adam&Eve/DDB, is for John Lewis's "Anyday" furnishings range, which it says offers "John Lewis quality and style at everyday prices." Set to the slightly frenetic soundtrack of the "Minute Waltz" by Barbra Streisand, the ad is diversely cast and eschews images of a perfect home life for a more authentic picture involving mess and stress. The spot was directed by Francois Rousselet via Riff Raff.

It "presents a more representative cast and home environments, appealing to a broader range of customers," the retailer said in a statement. Its media spend will be weighted towards more digital and social channels to appeal to younger consumers and families.

The new direction comes as John Lewis, along with other department stores, is struggling in the wake of the pandemic. It recorded a 517 million pound loss for 2020 and announced several major store closures. The retailer has been through several management changes, including the departure of Senior Marketer Becky Brock last August and prior to that, Customer Director Craig Inglis. 


May 20, 2021
Client :
John Lewis
Agency :
Adam & Eve/DDB
Director of Customer :
Claire Pointon
Director of Creative :
Matt Richmond
Senior Marketing Manager :
Emma Wood
Marketing Manager :
Emma Rule
Marketing Manager :
Kinali Patel
Marketing Executive :
Charlotte Caldwell
Chief Creative Officer :
Richard Brim
Joint Chief Executive Officer :
Tammy Einav
Creative Director :
Matt Gay
Creative Director :
Feargal Ballance
Creative :
Genevieve Gransden
Creative :
Selma Ahmed
Agency TV Producer :
Petrina Kilby
Chief Strategy Officer :
Martin Beverley
Strategy Director :
Hugh De Winton
Strategist :
Sian Iles
Managing Director :
Paul Billingsley
Business Director :
Jo Lorimer
Account Director :
Skye Stoppani
Account Manager :
Annabel Thomson
Project Manager :
Amy Waldman
Executive Content Director :
Simon Adamson
Head of Content :
Jessica Taylor
Senior Content Creative :
Camille Standen
Social Media Manager :
Phoebe Wright
Designer/Typographer :
Alex Fairman
Interactive Design Director :
Adrian Baker
Interactive Design Director :
Mauricio Brandt
Chief Production Officer :
Anthony Falco
Head of Integrated Production :
Ben Sharpe
Business Affairs :
Lois Edwards
Business Affairs :
Emily Eshelby
Business Affairs :
Klaudia Jozwicka
Legal Counsel :
Annika Patel
Legal Counsel :
Trine Odin
Media Agency :
Manning Gottlieb
Media Agency :
Executive Director :
Glenn Berchnall
Business Director :
Ryan Cummins
Account Director :
Lauren Ashford
AV Media Planner :
Gabriella Michalski
Social Media Planner :
Gilad Mandelboim
Production Company :
Riff Raff Films
Director :
Francois Rousselet
Executive Producer :
Tracey Cooper
Producer :
Cathy Hood
Production Manager :
Rachael Donson
Alex Barber
Production Designer :
Andy Kelly
1st AD :
Joe Carter
Casting Director :
Sophie North
Casting Director :
Carine Youb
Costume Designer :
Rebecca Rich
Hair & Make Up Designer :
Bernadine Long
Gaffer :
Paul Molloy
Location Manager :
Jacques Groenewald
The Minute Waltz by :
Barbra Streisand
Publishing :
Warner Chappell
Master :
Sony Music
Editor :
Dominic Leung
Offline Edit Producer :
Harriet Cawley
Assistant Editor :
Rob Daglish
Edit House :
ZED Video
Sound Design & Mix :
Anthony Moore
Sound Design & Mix :
Jack Hallett
Audio Producer :
Beth Massey
Sound House :
Factory Studios
Post Production Company :
Black Kite Studios Ltd
VFX Lead :
Guillaume Weiss
Head of Production :
Amy Richardson
Grade :
Black Kite Studios Ltd
Colourist :
Richard Fearon

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