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25 May 2021

Better days ahead?

by Andrew MacGregor

John Lewis: “Anyday” - 60s

John Lewis played a small but significant role in the Downing Street flat renovation scandal (or, as The Thick of It might call it, 'Flatgate') when the phrase "a John Lewis furniture nightmare" came to light. At least the embattled retailer had a comeback ready.

Their latest communication is a 60" plug for Anyday - a cost-conscious range designed to compete with the likes of IKEA, Dunelm, and Argos. As Barbra Streisand's 'The Minute Waltz' zips along in the background, homeware takes centre stage.

One infernal blast from an alarm clock aside, the ad delivers a familiar but lively portrayal of domesticity. More grounded than last year's 'For the Joy of Home' caper, it suggests the brand are thinking practically as their retail proposition changes.

Creative Agency: adam&eveDDB Ⓟ Ⓦ
CCO: Richard Brim / Tammy Einav
Creative Director: Matt Gay / Feargal Ballance
Creative: Genevieve Gransden / Selma Ahmed ♀ Ⓟ
Agency Producer: Petrina Kilby
Film Production: Riff Raff Films Ⓟ Ⓦ
Director: François Rousselet Ⓟ Ⓦ
Producer: Cathy Hood
Production M'ger: Rachael Donson
Executive Producer: Tracey Cooper
1st AD: Joe Carter
Cinematographer: Alex Barber
Production Designer: Andy Kelly
Costume Design: Rebecca Rich
Hair Design: Bernadine Long
Sound Designer: Anthony Moore / Jack Hallett @ Factory Ⓟ Ⓦ
Audio Producer: Beth Massey @ Factory Ⓟ Ⓦ
Casting: Sophie North / Carine Youb
Music: The Minute Waltz - Barbra Streisand

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