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.