This is an advert for the department store John Lewis,
I find this advert to be very interesting because of its context. It does not drive a specific product or show any of its particular services or tell the intended audience anything whatsoever about John Lewis department stores.
However what I think it is there to do is promote the name John Lewis as a reliable family brand. The advert itself follows a girl through maturity to an old woman with a family, there are shots of marriage, good times and sunny days. the music played over the video is: Fyfe Dangerfield 'She's Always A Woman' which is a soft gentle piece of music, this promotes warmth and safety within the advert.
The first mention of a message for the advert comes in at 1 minute 15 seconds of the video where the message 'Never Knowingly Undersold on quality, price and service'followed by'Our Lifelong Commitment to You'
This advert is in my opinion a good example of brand building tactics to drive sales rather than a particular product focus. By building the brand name John Lewis put themselves on an invisible pedestal above other department stores like Debenhams or M&S.
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