John Lewis inspires thoughtful holiday gifting in heartfelt second chapter of festive ad trilogy

[Serendipia]

 

As the holiday season nears, John Lewis has introduced the second chapter of its festive trilogy, Give Knowingly. Created by Saatchi & Saatchi, the campaign celebrates thoughtful gift-giving and the joy of finding meaningful presents for loved ones. This installment follows The Window, the trilogy’s nostalgic opening chapter, which revisited 100 years of John Lewis’s iconic window displays.

At the heart of the new campaign is a moving film narrated by BAFTA-winning actress Samantha Morton and set to Brad Kella’s piano rendition of Bob Dylan’s Make You Feel My Love. It tells the story of a pink jumper gifted at Christmas, becoming a treasured symbol through significant moments in the recipient’s life.

 

 

The campaign also highlights designs from Izaac, a care-experienced designer for the MxC range, whose products support care-experienced charities—a reflection of John Lewis’s commitment to giving back.

 

Spanning eight films across TV, digital, social media, print, radio, and out-of-home platforms, the campaign showcases John Lewis’s Top 100 holiday gifts. The selection includes everything from cozy cashmere to tech gadgets by Nespresso, Apple, and Samsung, alongside luxurious skincare from Charlotte Tilbury, who voices her own segment.

 

With November marking a peak shopping period—when nearly two-thirds of purchases are Christmas gifts—John Lewis is inspiring shoppers while emphasizing competitive pricing. Customer Director Charlotte Lock notes the importance of meeting consumers’ dual needs for meaningful gifts and value. Launching ahead of Black Friday, Give Knowingly offers both inspiration and affordability, continuing John Lewis’s tradition of heartfelt holiday storytelling.

Once again, John Lewis shows why its Christmas ads are a beloved British tradition, making gifts into lasting memories. And with Sainsbury’s joining the festive advertising season with its heartwarming BFG campaign, the stage is set: Which retailer’s holiday ad has captured your imagination this year?

 

• https://www.prweek.com/article/1894375/john-lewis-launches-second-segment-christmas-trilogy-campaign
• https://creative.salon/articles/work/john-lewis-give-knowingly-saatchi
• https://www.thesun.co.uk/money/31444585/john-lewis-christmas-advert/

 

Image: John Lewis