John Lewis Rewrites the Rules of Thoughtful Gifting This Christmas
Created by Saatchi & Saatchi, Give Knowingly marks the second chapter in a three-part festive series, with the final installment launching later this month
Whether the present is big or small, be sure to #GiveKnowingly. An attic bedroom, painted in a soft powder blue. The room is dominated by a double bed with white coverings. Behind it, a bedside lamp is turned on. There are framed pictures on a wall by the garret window, which offers a view of neighbouring rooftops. On the bed, spread out, is a jumper in a vivid shade of pink. A close-up of the jumper, which has a John Lewis tag attached to the neck label. A series of fast time lapse shots, showing a white woman wrapping the jumper in white wrapping paper with red stripes. Then split screen shots, both showing the same image, of a young woman with curly dark hair, seen from a three quarters rear angle, pulling the jumper on over her head. She is standing in front of an unadorned painted green wall. More rapid shots, now splitting the screen in three, show a scattered pile of polaroid photos on a table, partygoers clinking champagne flutes, their faces not visible but the pink jumper prominently draped over the back of a chair, and a close-up of a woman’s arm with the draped jumper in the background. There is the sound of chatter and glasses clinking. Throughout this section, a female voiceover says, Knowing you’re not really into pink, but your mum knows it suits you, and that this will become thee jumper. More rapid split screen shots now show a breakfast table. On the left there is a close-up of a slice of toast, smeared with dark berry jam, on a plate. The centre panel shows time lapse shots of the young woman sitting at the table, which is strewn with plates, a mug of coffee, the jar of jam, an open packet of butter and a knife. She is wearing the pink jumper and picking up the slice of toast and jam. To the upper right is a close-up of her smiling face and the upper part of the pink jumper. Beneath that, an even closer shot of her smiling mouth. A split screen shot, now divided horizontally. The upper panel shows the woman holding the toast and jam upside down in front of her face. The lower panel shows her hand and a glob of jam that has landed on her pink jumper. A full screen still shot of the jam stain on the front of the jumper. The woman is dabbing at it with a napkin. Throughout this section, the voiceover says, In four years’ time, you’ll be cross with yourself when you, There is a pause to coincide with the dropping of the jam on the jumper, then the voiceover continues with a sighing, Oh dear. A still shot of the young woman lying back on a leather sofa, a tea light and a mug in the background. She is wearing a tan top and a pair of jeans, and the pink jumper is draped over the back of the sofa. She is holding a paperback book up to her face, peeping playfully over the top and then hiding behind it. The same still shot is displayed fourfold in a split screen. A view of a loft attic, with assorted cardboard boxes, including one with John Lewis printed on the side, suitcases and various surplus objects. The camera pulls slowly backwards, and the light switch is turned off to leave the scene in darkness. Throughout this section, the voiceover says, And when you dye your hair, it will go up here because pink on pink is too much pink. A time lapse view of the woman from behind, as she moves assorted clothes along the rail in a wardrobe, to reveal the pink jumper on a hanger. A open packed suitcase, the neatly folded clothes held in place with straps. Prominent at the top is the pink jumper. A rear shot of the young woman flicking her hair out of the back of the jumper, having clearly just put it on. A partially obstructed view of the woman sitting next to someone on an earthy coloured sofa, looking pensive. She is again wearing the pink jumper. A quick revolving shot of the person’s hand resting on her shoulder, lightly touching the pink jumper. A split screen time lapse shot of the pink jumper midair, landing on an open white shoulder bag, the contents of which are almost spilling out. The bag is sitting on a black and white tiled floor, at the foot of a flight of house stairs. The colours stand out vividly. The same split screen shot from a different angle. A more sedate, naturally coloured shot of the jumper lying atop the shoulder bag at the foot of the stairs. The voiceover says, But then you’ll rediscover it. You’ll even be wearing it when you and Joe become a thing. A split screen filled with six still shots of the young woman, wearing a dressing gown, attempting to cover her face from the camera with her hand, laughing as she does so. Behind her is an open closet, empty apart from a clothes hanger and the pink jumper hanging on another clothes hanger. A time lapse close-up of the wrapped present from the opening scene, white gift wrap with red stripes, secured by a red ribbon, inside which is tucked a gift tag that reads, Love Mum, with a kiss sign. The voiceover says, But you don’t know any of that yet. Just know it’s for you, and the person who gave it to you loves you.
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