The Adam & Eve/DDB created ad breaks tomorrow (2 May) on social media and on the retailer’s website at 12pm. It will make its TV debut during ‘Britain’s Got Talent’ on ITV1 on Saturday (3 May).
‘Never standing still’ features a lead character “walking” through scenes set in every decade from the 1930s to the present day. It will be soundtracked by a cover of The Kinks’ “This Time Tomorrow” by former Supergrass singer Gaz Coombes.
Craig Inglis, marketing director of John Lewis, says: “In this very important year for us, this campaign celebrates how our customers’ lives have kept moving over the last 150 years and the role that John Lewis has played in moving with them.
“We hope the campaign will evoke nostalgia leaving our customers feeling uplifted and excited about a summer of celebration.”
The TV ad will be backed by press, digital outdoor, radio and social media activity as well as an online campaign site.
The retailer is also planning to celebrate its 150th with partnerships with brands such as Cath Kidston, Ted Baker and Hoover as well as on-store experiential activity.
UPDATE – The ad was inserted into the story at 1430 on 2 May.