John Lewis brings the high street to the social feed with social first vodcast: ‘Gift List’

• Launching today, ‘Gift List’ will offer a deep dive into the highs and lows of gifting with some of the nation’s favourite celebrities
• Hosted by Angela Scanlon, the first episode features documentarian, Louis Theroux
• The new original entertainment seriesis shot in The Box Studio at John Lewis Oxford Street, a new state-of-the-art studio that will power content-led commerce and respond to real-time cultural conversations

John Lewis has today launched an original entertainment series, ‘Gift List.’ Hosted by broadcaster and presenter Angela Scanlon.

‘Gift List’ will lift the lid on how the nations’ favourite celebrities approach gifting. Available on Youtube, johnlewis.com and via Spotify and Apple podcasts, the new series will comprise six episodes, released every three weeks.

Created in partnership with Saatchi & Saatchi, the commerce-powered content series has been designed to celebrate gifting moments throughout the year by inviting guests to share personal stories and funny anecdotes including embarrassing ‘mis-gifts’, heartwarming emotional stories and hilarious name-drops.

‘Gift List’ debuts from The Box Studio, a new state-of-the-art content creation hub at the retailers’ Oxford Street flagship store that will power content-led commerce and bring products and inspiration to customers’ fingertips and devices. The space is designed as an always-on content studio for everything from seasonal highlights and trend-led product curation to providing a dedicated destination for content creators to discover products and create their own compelling John Lewis-focused content.

For the first episode, Angela is joined by documentary legend Louis Theroux, to unwrap his gifting track record. Despite being known for keeping his cool under pressure, Theroux admits he much prefers being on the receiving end of a gift, citing the ‘high stakes’ of choosing the perfect gift for someone else.  

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 is closing the gap between product discovery and purchase. Gift List follows John Lewis’ ‘Mother’s Day with Daisy May’ and ‘Father’s Day with Tom Davis’ campaigns, both shot in The Box Studio.

Angela Scanlon said: “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. 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.”

Rosie Hanley, Marketing & Loyalty Director, said: “Nobody does gifting quite like John Lewis, and ‘Gift List’ is a celebration of all the special, funny and unforgettable moments that are created by gifting. Angela Scanlon’s effortless humor and infectious energy make every interview feel like a catch-up over coffee with a close friend. We know our customers will be hooked from episode one.”

Franki Goodwin, CCO Saatchi & Saatchi, said: “In today’s retail landscape, the ‘shop window’ has faced a shift from the high street to the social feed. 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.”

Caroline Paris, Head of Creative Saatchi & Saatchi, who directed the series said: “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. 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”.

As John Lewis continues to invest in its omnichannel proposition – including its £800m multi-year programme to upgrade its 36 stores nationwide – the launch of Gift List and The Box Studio modernises how and where the brand shows up.  Through this dynamic approach to brand visibility, John Lewis is demonstrating that a heritage brand can maintain its core values while innovating to meet the fast-paced, social-first demands of the modern consumer.

Source: Saatchi & Saatchi

  Angela Scanlon, John Lewis, Louis Theroux, Marketing, Saatchi & Saatchi, The Box Studio