The John Lewis Home Insurance ad, created by adam&eveDDB, features a young girl dancing to Sir Elton John’s classic song Tiny Dancer. She leaps and pirouettes around the house, almost knocking over various household items and pulling down curtains.
While the contents of the home remain undamaged, the ad aims to promote the fact that John Lewis’ home insurance offers free accidental damage insurance. The ad will air on TV from tomorrow evening (22 August) for six weeks and be supported by press, in-store, digital and cinema advertising.
John Lewis has also set up a dedicated microsite to explain its home insurance offering. The retailer says it is its best selling financial services product.
Margaret Burke, head of marketing for financial services at John Lewis, says: “The reason John Lewis is in insurance is that if something means a lot to our customers – whether it be their home or their contents – then it means a lot to us too. We wanted to celebrate this within the campaign, but to do so in a positive, yet light-hearted, way.
“The advert reminds viewers that John Lewis Home Insurance can offer peace of mind, allowing them to enjoy family life – knowing that they have protection in place, they can simply let life happen. Our campaign encapsulates this perfectly.”
The ad continues John Lewis’ strategy of launching emotionally charged advertising. Its Christmas ads are always keenly antipicated and in recent years have included “Monty the Penguin” and The bear and the hare”.