What: John Lewis has released an advertisement that highlights the highs and lows of modern family life in connection with its renewed brand promise: ‘For All Life’s Moments.’

Why it is important: Following research on the shifting consumer habits, John Lewis has rebranded its retail endeavours to be focused on ‘moments’ that connect with each customer’s lifestyle.

In an attempt to connect with clients in a new way and to navigate the uncertain financial times, John Lewis’ newest film communication portrays the difficulties of parenting through moments shared between a father and daughter.

The ad was created by adam&eveDDB.

John Lewis launches advert for rebrand