Taking on John Lewis

Jaz Nannar | August 15th, 2012

Phone hacking. The banks. The politicians. Just a few reasons why our ability to trust is seriously on the wane. Add to that the fact that everything feels manufactured. Fake. Not what it seems.

We need an antidote. And charities are amongst the few folks out there who can offer that antidote. If you’re brave enough, that is.

Are you brave enough to tell the story of the people who support you? The real people who can give the John Lewis Christmas ads a run for their money. It comes to something if the annual John Lewis ad is where we get our emotional kicks from when there are 160,000 registered charities in the UK.

The Macmillan World’s Biggest Coffee Morning telly ad uses real hosts, hosting a coffee morning for their real friends and family. There’s genuine affection and warmth. The stuff that can’t be manufactured.

But perhaps the moral of this tale is to enable the people that are a part of your story to tell your story. Their authenticity will win out and serve to strengthen your brand and the place it holds in our hearts.