Advertiser: John Lewis Insurance
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…