Today at 8.00am, John Lewis & Partners will launch its 2018 Christmas advertising campaign, The Boy & The Piano.
This Christmas, the ad tells how one gift in particular inspired and influenced the course of a little boy’s life. That little boy just happens to be Elton John. The story begins in present day and works backwards chronologically through Elton’s life, right until the moment he received the special gift of his grandmother’s piano that changed his life forever because some gifts are more than just a gift.
With the iconic ‘Your Song’ as the soundtrack, John Lewis and Waitrose Partners (employees) will have the opportunity to share the two minute 20 second advert first at 6am, before being launched on the company’s social media channels, johnlewis.com and in shops at 8.00am. The ad will first air on TV this evening at 9.15pm on ITV, during Dark Heart. ITV viewers may have also noticed that yesterday, as a hint towards the launch of the advert today, the soundtracks to some of the channels most iconic shows, including Coronation Street and This Morning, were given a little twist when they were played solely in piano notes.
Craig Inglis, Partner and Customer Director, John Lewis & Partners said: “Think back to all of the Christmases that you have enjoyed over the years - I’m sure there is one very special gift that stands out above all others. That’s the magical feeling we wanted to bring to life this year. The ad tells the story of why Elton’s piano was more than just a gift and we hope to remind customers of that special moment when they’ve given a gift at Christmas time that they know will be treasured forever.
Elton John said: "The John Lewis Christmas campaign has so many warm memories for me and my family. It's been a lovely opportunity for me to reflect on my life in music and the incredible journey I have been on, and how first playing my Grandmother's piano marks the moment when music came into my life. The ad is absolutely fantastic and I've truly loved every minute of being a part of it.”
The speculation in recent months around the costs associated with this year’s ad is wildly inaccurate and our total spend is similar to previous years. The Christmas TV ad is an important investment for John Lewis and is a crucial part of our overall marketing campaign, driving sales throughout the key Christmas trading period. To date it has proven to be one of the most effective marketing campaigns in the industry, delivering an excellent return on investment.
When first approached to be part of this year's John Lewis Christmas ad, Elton requested that a portion of his fee was to be donated to the Elton John Charitable Trust.
In John Lewis's most experiential Christmas campaign to date, customers shopping on Oxford Street are invited to step into the set of the ad and experience if for themselves. John Lewis’s flagship shop is hosting a 2,000 sq ft experiential space on the 3rd floor where customers can explore the dressing room, recording studio and living room sets from the ad, and interact with props, listen to recordings from Elton John’s 17-11-70 album and have photos taken at the piano.The set is just one of a range of ad experiences in the shop that will have customers stepping into Christmas on every floor. The shop, along with 14 further shops across the UK, will also have a Yamaha piano for customers to play.
In a first for the UK high street, customers will also be able to enjoy a musical light show, being projected from the shop’s Oxford Street windows every 30 minutes from 4pm. Performing Elton John’s Christmas classic, “Step Into Christmas”, the shop’s window displays will fill Britain’s busiest shopping street with music and display a one minute light show to entertain passers by.
Co-op Insurance has launched a social media brand campaign created in partnership with award-winning creative agency, PSONA Twelve, titled ‘For Life’s Adventures’.
The campaign was designed to challenge the existing negative tone of many insurance adverts and instead celebrates the wonderful, positive adventures in life that insurance enables us to do.
The centrepiece of the advert is a unique branded podium featuring a button labelled ‘press for adventure’. The adverts show curious pedestrians walking towards the flashing sign before receiving cards with a suggested adventure on it: a little girl is encouraged to give a+ gift, a woman dances with a hula hoop, and a holiday-goer is challenged to pack a suitcase as quickly as possible.
The work advertises Co-op Insurance’s full range of services including Travel, Car, Pet, Life and Home, each scenario reflecting that the company is there to take care of customers as they embark on their life’s adventures, big and small.
Neame Ingram, Creative Director at PSONA Twelve, said: “When it comes to insurance, most brands typically sell it on price, prangs and peace of mind. We wanted to take a different approach that brought people’s minds back to fun and away from seeing buying insurance as mundane or complex.”
Chris Twigg, Head of Digital added: “We wanted PSONA Twelve to deliver a campaign that fit with the persona and voice of the wider Co-op Group: friendly, helpful, and community-focused. Their work has achieved this brilliantly and illustrates that insurance doesn’t have to be something to be afraid of.”
The campaign launches on the 18th April for one month across social media (Facebook, Twitter and Instagram Stories).
The podium that has been created will also be used at events throughout the UK, allowing Co-op Insurance to maximise value of the campaign.
Credits: Title/Project: Co-op Insurance: For Life’s Adventures Agency: Psona Twelve / Twelve Agency contact: Kate Knight Agency contact job title: Group Account Director Client name: Debbie Aspery Client job title: Social Media & SEO Specialist
Client name: Anna Morley Client job title: Digital Engagement Lead Creative Director: Neame Ingram Creative team: Dave Paul & Natascha Davis Planner / CSU director: Pierce Calnan Exposure: Facebook, Twitter, Instagram
About Co-op Insurance: Co-op Insurance is part of the Co-op, one of the world’s largest consumer co-ops, owned by millions of members. Alongside Co-op Insurance, we have the UK’s fifth biggest food retailer, the UK’s number one funeral services provider, and a developing legal services business. As well as having clear financial and operational objectives, the Co-op is a recognised leader for its social goals and community-led programmes.
About Twelve: It’s in our people and our work. People who do more: experts in every area, whose energy and ideas spill into every other area. Work that works harder: advertising that creates action, experiential that makes headlines, shopper that builds brands, B2B that touches people and social that sells. Ideas that do a lot, sometimes with not a lot: without huge budgets or lots of time. We think that matters, especially now. For more information go to: https://www.twelve.agency/