EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... JOHN LEWIS.
The original John Lewis tube ad.
This week MTCG is going all 'Best of British' and looking at that quintessential British department store: John Lewis. The first John Lewis store opened in London back in 1864, while their iconic slogan 'Never Knowingly Undersold' has been used for an eye-watering 97 years and counting.
John Lewis has one of the most well-respected tones of voice in the business. The JL tone of voice is one that has been honed over the decades to solidify the brand as one of the high street's most trusted brands, helping build up strong relationships between the brand and the consumer.
This ad, snapped on the London Underground recently, focuses on the department stores finance services — in particular their home insurance. The text states that John Lewis products are crafted with care (placed alongside what I assume to be one of JL's chairs), just like their home insurance. It's sharp, clean, and understated copy that works well with the JL brand.
My reworking has looked to keep the same understated tone of voice while maintaining focus on the quality of the home insurance. It references the chair including on the ad while still stating that the John Lewis home insurance is expert. I feel it keeps the essence of John Lewis' tone of voice and builds on over 150 years of successful advertising.
My reworked John Lewis tube ad.