John Lewis Insurance has today launched its first-ever TV advertising campaign to promote its home insurance products.
The £5m campaign, which uses over 300 John Lewis products in the shoot, uses stop motion animation to show the possessions of a family home gathering on the lawn for a family photo, ending with the line ‘If it matters to you, it matters to us’.
The campaign, which was directed by the same director of John Lewis’s much-loved Christmas advert, is available to watch through the John Lewis Facebook page. It will be screened on television the following evening.
Head of marketing for John Lewis Insurance, Keith Bibby, said: “Our first TV campaign marks a real step change in the ambitions for our insurance business. We know customers trust our brand and love our products, which focus on integrity and service, so the aim of this campaign is to reinforce that message with existing customers while reaching new audiences.”
Known for its modern covers of classic songs, Scottish singer songwriter Nina Nesbitt sings a version of Fleetwood Mac’s ‘Don’t Stop’ on the advert.
John Lewis Insurance has seen sales grow by 27 per cent year on year from its home, car, travel, pet and wedding insurance products. The TV campaign focuses on home insurance, its leading product which makes up 67 per cent of the overall insurance business.