John Lewis launches first insurance ad

John Lewis has launched its first TV campaign for its home insurance products, designed to “standout” in the crowded insurance market with its emotional messaging.

https://www.youtube.com/watch?v=Wy2hrrI5BKY

The £5m campaign, created by John Lewis’ long-standing creative agency Adam&EveDDB uses stop animation and shows the possessions of a home – more than 300 John Lewis products – gathering together on the lawn for a family photo. It features a take on Fleetwood Mac’s “Don’t Stop” by female singer songwriter Nina Nesbitt and ends with the strapline: “If it matters to you it matters to us”.

John Lewis says the campaign marks a “step change” in ambitions for its insurance business, which has seen sales growth of 27 per cent year on year. Home insurance makes up 67 per cent of the insurance division’s revenue.

Craig Inglis, John Lewis marketing director, says: “In a market crowded with insurance advertising, we wanted to create a truly standout campaign that focused on the things in our lives that we all care about the most. I think the result is a beautiful, uplifting film, complemented by a knock-out vocal from Nina, and we hope the message will ring true with our customers.”

The seven-week TV ad, planned by Manning Gottlieb OMD, launches today (16 August) and will be supported by a social media campaign making use of Twitter’s Vine app, managed by Steak.

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