High-end department store John Lewis & Partners has unveiled its new campaign, "Give Knowingly," ahead of Black Friday.
The film is the second installment in a trilogy of campaigns created by global creative agency Saatchi & Saatchi.
A new spot features narration by BAFTA-winning actor Samantha Morton, as well as a score by Channel 4's "The Piano" winner Brad Kella, covering "Make You Feel My Love" by Bob Dylan.
The spot was preceded by "Never Knowingly Undersold," the first chapter of the trilogy which came out in September.
Meanwhile, the third chapter will serve as the brand's highly-anticipated annual Christmas ad, to be released later this month.
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In a statement, John Lewis Customer Director Charlotte Lock spoke about the company's adaptability to constant changes in Christmas shopping culture, highlighting John the department store always offers products at the right price, even after Black Friday is over.
Meanwhile, Saatchi & Saatchi Chief Creative Officer Franki Goodwin described how the campaign captures the journey of looking for the perfect Christmas present:
"There is so much beauty in the wisdom of knowing our loved ones at this time of year and knowing how much the right gift can feature in their lives for years to come. We're excited to see this chapter in the real world, driving to real products and putting John Lewis at the heart of thoughtful gifting."
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The campaign includes a gift list and a total of eight films that will feature different brands, including Apple, Dyson, Nespresso, and Samsung.
It runs across digital, radio, social, TV, VOD, as well as OOH and print.
John Lewis is making the most of the holiday season with its campaign trilogy.
Putting an emphasis on campaigns during the Golden Quarter is a solid brand marketing strategy that maximizes marketing during an important time.
A Very Special Gift
A new John Lewis commercial centers around a pink sweater that a woman receives as a gift from their mother.
In a sentimental tone, the narrator tells the story of how the sweater will eventually be the woman's favorite, chronicling significant moments in the future, such as the time she spills food on it.
After a hair color change prompts the woman to shelve the sweater for a bit, she rediscovers it after a few years, even wearing it when she gets together with her boyfriend.
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Reflecting on the special nature of gifts, the spot ends with a heartwarming message: "Just know it's for you. And the person who gave it to you loves you."
As Christmas draws closer, brands have begun releasing a slew of nostalgic and sentimental campaigns.
Earlier this week, Sainsbury's launched an adorable campaign featuring Roald Dahl's BFG.
