Having been well and truly beat by Dixons in their ad campaigns on the tube last year, John Lewis have hit the ground running in 2010 with some amazing PR.
Earlier in the year they managed to get a 3 part docu-drama on the BBC. This was amazingly priceless PR and whoever thought it up, and got it commissioned, deserves a medal and a bonus bigger than any banker. "Inside John Lewis" basically gave us three hours behind the scenes at the company with them showing us how wonderful they were and how much they valued their customers and in the days of 'how we love reality TV' was worth more than any advert.
They have now followed this up with a fantastic advertising campaign. Ah! but this is advertising not PR, I hear you say..well yes and no.
You see the advert in question, Never Knowingly Undersold, has created a huge buzz around it, with already well over 150,000 hits on the official YouTube video alone and many more on countless other versions. People are commenting about the advert and talking about the company, generating further coverage. The best thing that can happen in any campaign in the digital age is for it to go viral, and this is he case here.
This, combined with the release of the new cover of the backing track used, will create an association in consumers minds that should keep the John Lewis media department very happy for some time to come.
Check out the video here...Perry
Perry
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