Taking a fresh approach to the winter sales, John Lewis is inviting shoppers to ‘succumb to the sale’ and indulge in the things they desire.

Following the Christmas period of generosity, the new campaign from Saatchi & Saatchi shifts the focus and encourages audiences to give in to their desires and treat themselves.

In a series of design-led digital, social, out-of-home and VOD executions bring to life the quality and value of John Lewis products. Films are accompanied by a playful voice-over that seductively talks through the details of the products, encouraging audiences to give in to their desires. One iteration features a CoachTabby bag with the video focusing on the intimate details of the product such as the ‘detachable strap’ and ultra-soft leather. A voiceover ends the spot telling audiences that with 40% off at John Lewis, ‘you're coming home with us’.

The deep red colour palette of the campaign exudes romance and naughtiness, encapsulating the luxury of the hero products. The design aims to stand out in the cold winter months, providing audiences with comfort and warmth. In the films, a spotlight device is also used as a way to bring movement and character to the products, whilst showcasing their premium quality.

Saatchi & Saatchi worked with Man vs Machine to develop an elevated sales platform putting best in class craft and design at the heart of the campaign.

“After the most anticipated ad of the Christmas season, comes the John Lewis Sale work that no one knew just how much they needed. As we all shift from the ‘giving’ of Christmas to the ‘taking’ of January sale season, this work gets under our shopping skins in and out of store by harnessing the power of visual and verbal persuasion. Who knew watches and mattresses could live in our minds in this way!” says Franki Goodwin, CCO, Saatchi & Saatchi.

Following a Christmas of generosity, the January sale spot says now is the time to focus on you. Cutting through a sea of wellness campaigns to endorse some self-indulgence in a season of restriction, the spot encourages audiences to be a little bit naughty but without the guilt that comes with high price tags.