A playful new campaign from adam&eveDDB is raising awareness of John Lewis’  new home insurance product ,which offers customers greater flexibility and choice. 

In the joyful one minute TV ad slot, audiences see a young boy, played by actor Reggie aged nine perform an enthusiastic yet messy routine to Stevie Nicks’ Edge of Seventeen. The boy, dressed in his mother’s clothes, shoes and makeup, dances through the house whilst creating a trail of accidental damage behind him. The film ends with the strapline ‘Let Life Happen’. 

The upbeat campaign aims to highlight the many accidents of everyday life in the home and reassure audiences that sometimes, these things just happen.

In addition to TV slots the campaign will feature on YouTube, streaming services,  social media channels, and appear on digital screens outside Waitrose stores. 

“We wanted to inject joy, freedom and humour into this campaign.” explained Claire Pointon, Customer Director for John Lewis; “The story we landed on fulfils this, with the idea that when you have John Lewis’ Home Insurance with the option of accidental damage cover, you don’t need to worry anymore, you can just ‘let life happen’.”

She continued: “The ad playfully highlights the things that could happen as Reggie dances around, freely expressing himself, from knocked vases and picture frames, to paint on the carpet and nail varnish along the bannisters.”

The campaign forms part of John Lewis’s plans to quadruple the size of its financial services business. One year ago, the John Lewis Partnership set out a five year business transformation plan in which the business committed to spend £100m to quadruple the size of its financial services sector, offering new products and services like savings and insurance. Trust is at the heart of its new proposition. This year it has also launched a new flexible home insurance, its first ever investment products, and an expanded point of sale credit to all channels.