John Lewis commercial becomes YouTube hit

Nice little earner for Billy Joel this week when the veteran songwriter’s 1977 ditty She’s Always a Woman leapt back into the spotlight courtesy of a John Lewis commercial created by one of the UK’s up and coming agencies Adam and Eve.

The 90-second commercial, part of a £6 million campaign for the middle class’s favourite department store, was viewed 130,000 times in six days on Youtube. The version used in the commercial is sung by Fyfe Dangerfield, lead singer of cult band the Guillemots, who won’t be complaining either.

Now the tune will be made available on iTunes and will no doubt feature heavily on the UK’s assorted radio stations.

All of which, besides boosting the respective bank balances of Mr Joel and Mr Dangerfield, will do John Lewis a fair amount of good as well.

As Craig Inglis, director of marketing at John Lewis, said: “Whilst we expected the ad to have impact, we’ve been overwhelmed by the volume of responses and how deeply it has affected people. We have received numerous letters and emails.”

Hats off to the store and its smart agency.

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About David O'Reilly

David is a former deputy editor of Campaign and writer for a number of leading titles including Management Today and the Sunday Times. He is a partner in The Editorial Partnership.