John Lewis is encouraging consumers to throw out the old and bring in the new this spring with a press campaign for its new linen and homeware ranges that breaks this week.
The campaign, created by Lowe London, comprises three executions – linen, saucepans and tableware – and shows the items photographed at dawn against the English countryside. The agency says it aims to capture the "spirit of spring" as a time for new beginnings.
The agency claims to have used "warm, conversational tones to describe the products and their prices. For example, the "tabletop" execution says: "Brilliant. Winter’s over. The days are getting longer. More time to choose a new teapot. Or ice-bucket. Or vase even."
The ads will appear in the national press’s weekend supplements until mid-May.
Media has been planned and bought by Manning Gottlieb OMD.