John Lewis Insurance ploughs a familiar furrow

John Lewis is plugging its ‘Premier’ home insurance in a new campaign from adam&eveDDB, which is pretty similar to all the other John Lewis campaigns.

Nothing wrong with that per se, but some soft focus filming (some might say drippy) and Elton John warbling away in the background (even the female singers in John Lewis ads sound like Elton John) suggest that things haven’t moved on very far.

Maybe I’m biased because Mrs Foster inquired about JL insurance a while back, only to be told they didn’t touch our area of London with a bargepole. Well we can’t help it if we share the same postcode as Kate Moss.

MAA creative scale: 4.

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