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    Ad of the Day: John Lewis portrays journey of fatherhood to introduce new slogan

    After killing off its ‘Never Knowingly Undersold’ slogan, British retailer John Lewis has debuted an emotive ad to introduce its new brand promise, ‘For All Life’s Moments’.

    In the spot, which was created by long-time agency partner Adam&EveDDB, a father takes his new born daughter home from the hospital and, as the late nights, stained clothes and loud crying ensues, viewers get to see their relationship grow through the years.

    As the young girl gets older, the ad shows all the milestone moments that parents go through – first words, steps, mealtimes, even mundane trips to the supermarket. In the final scene, the father drops his daughter off for her first day at school.

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    “‘For All Life‘s Moments‘ is not a slogan; it’s an end line communicating to a customer what we stand for,” said Claire Pointon, who became the retailer‘s first customer director earlier this year.

    “But it’s as important internally so that we’re very clear on the moments we want to win at, and the products, services and experiences that connect to those moments. Plus how we make sure pricing is relevant for those moments – the new positioning very much sharpens the business decision making.”

     

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