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Tiny dancer tugs heartstrings to sell insurance


The TV advertisements for British department store John Lewis have gained a reputation even outside the UK for shamelessly pulling on the heartstrings of viewers – and the latest one to promote its home insurance arm is no different.

The 90 second ad, created by its long-standing ad agency Adam&Eve/DDB, shows a little girl in a ballet outfit adorably – and slightly recklessly – dancing around her home to the soundtrack of Elton John’s ‘Tiny Dancer’.

The thinking behind the joyful pitch, according to John Lewis financial services head of marketing Margaret Burke, is simple.

“The advert is heart-warming and features an iconic song,” she said.

“But most importantly it reminds viewers that John Lewis Home Insurance can offer peace of mind, allowing them to enjoy family life – knowing that they have protection in place, they can simply let life happen.”

The response had been overwhelmingly positive, even before the ad had aired with one viewer saying: “That’s how you do emotion.”