John Lewis campaign ‘For all life’s moments’

John Lewis has released an ad campaign following a father and daughter relationship as part of its new brand positioning "For all life's moments"!

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John Lewis’ new ‘For all life’s moments” campaign was created by Adam & Eve/DDB and opens with a dad placing his hand on his partner’s pregnant belly and saying “Hello.”

The advert then takes the viewer through all of the moments parents experience with a new baby, into toddler-hood and when they reach their first day of primary school.

The film shows the sleepless nights with a newborn, weaning, first words, first steps and birthdays, ending with the girl’s first day at school and an emotional father.

The use of the soundtrack La La Lu by Peggy Lee, definitely adds to the nostalgia and emotion that radiates from the spot, all the while featuring John Lewis products ranging from furniture to clothing and showing that they really can be there, for all life’s moments.

The campaign was art directed by Richard Gayton, written by Darren Beresford and directed by Juan Cabral through MJZ.

Claire Pointon, John Lewis customer director, said: “To launch our brand promise, we wanted to tell a story about the way John Lewis plays an important role in those moments that really matter to our customers.”

“Our ad achieves this in a beautiful and moving way – showing how we are there for those cherished family moments as well as the big milestones for which we are renowned.” Pointon expressed.