When Louis met John Lewis

Retailer John Lewis has launched a new campaign which is also a commerce-powered content series that celebrates gifting moments with a series of guests.

You are, of course, nobody these days unless you have a podcast, and much like sister brand Waitrose's own successful Dish podcast, John Lewis has got in on the action with Gift List, a deep dive into the highs and lows of gifting featuring some of the nation’s favourite celebrities.

The campaign/show is created by Saatchi & Saatchi London, and hosted by Angela Scanlon, with the first episode featuring everyone's favourite documentarian, Louis Theroux. Shot in The Box Studio at John Lewis Oxford Street, Gift List is available on Youtube, johnlewis.com and via Spotify and Apple podcasts, and the series will comprise six episodes, released every three weeks.

In this episode, the always interesting Theroux unwraps his gifting track record, taking in the highs and lows of gifts given and received. He also takes part in a style-makeover, with former stylish Scanlon choosing some new threads for her guest. 

The launch is a core component of the retailer’s ongoing investment programme to reinvigorate its brand, optimise its store estate, and target new, younger customer demographics. By integrating production facilities directly into the flagship store, John Lewis looks to close the gap between product discovery and purchase. 

“In today’s retail landscape, the 'shop window' has faced a shift from the high street to the social feed," said Franki Goodwin, CCO at Saatchi & Saatchi. "This simple statement gave us a great opportunity for us to do things a little differently. The Box Studio at John Lewis is an always-on content engine that can empower John Lewis gifting moments throughout the year blending theatre, physical retail and social commerce - to drive more than just fame, but an emotional response from its audience.”

“By telling unique stories of the best, worst and weirdest gifts celebrities have ever given or received, we’re indulging the innate nosiness of the nation whilst inspiring them to gift better," added Caroline Paris, Head of Creative at Saatchi & Saatchi. "Gift List has been an absolute joy to create. Going big with Louis Theroux was an excellent way to start, and I can’t wait to see it go from strength to strength”.

“We’ve all received that one gift that made us laugh, cry, or scratch our heads in total confusion - but whichever it is, it makes for a great story," added Scanlon. "So, I’ve joined forces with gifting experts, John Lewis, to uncover these golden nuggets from some of my favourite people. Kicking-off with Louis Theroux was a dream - he brought all the charm and unfiltered confessions you’d expect. I can’t wait for everyone to give it a listen.”