Advertiser: John Lewis Insurance
Agency: adam&eveDDB
Country: United Kingdom


Figure 1: One of John Lewis’s much loved campaigns: “Monty”, 2014


In 2015, the John Lewis brand was a rare and wondrous thing.

Over the past 10 years, this cozily traditional department store had used its communications to successfully seduce Britain’s more discerning mainstream shoppers.

Using a heady recipe of insight, emotion and fame, it had managed to steal a nation’s hearts and, in the process, become Britain’s most trusted retail brand (see figure 2, below).

John Lewis also, however, sold insurance…