John Lewis: Harnessing the selling power of emotion

With this campaign, John Lewis, a UK retailer, used emotional TV advertising to maintain sales in tough economic times.

John Lewis: Harnessing the selling power of emotion

adam&eveDDB London

Advertiser: John LewisBrand: John LewisCountry: United Kingdom

Objectives

Introduction

We British are not known for our emotions. But this is the story of how throughout a recession, a renowned but previously rather reserved British retailer discovered the power of tapping into its customers' emotions. This delivered the most stand out creative campaign of the past 5 years iand the most commercially effective of any retailer.

Introducing John Lewis

Founded in 1864, John Lewis is a chain of UK department stores. Unusually, every permanent...

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