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John Lewis “Always A Woman” 2011

John Lewis “Always A Woman” (2011) is a John Lewis commercial directed by Dougal Wilson for adam&eve\TBWA, produced by Blink. It won 18 awards, including Cannes Lions 2010 Film Silver, IPA Effectiveness 2012 Grand Prix and British Arrows 2010 Craft Gold — Production Design.

This ad follows a woman's life journey from infancy to old age, highlighting key milestones and the enduring strength of women.

Video: Blink on Vimeo

Frames

  1. A baby is lifted from a crib, then a toddler crawls through a play tunnel, then a young girl sits at a school desk, then a girl at a birthday party.© John Lewis0:00
  2. A young girl in a pink dress stands in profile, looking at a birthday cake with lit candles, surrounded by other children at a party.© John Lewis0:20
  3. A young girl in a red dress and party hat blows out candles on a birthday cake, surrounded by other children at a party table indoors.© John Lewis0:21
  4. A montage of a woman's life, from a young student to a pregnant woman, a mother, and an older woman, showing different stages and roles.© John Lewis0:27
  5. John Lewis “Always A Woman”, shot 5© John Lewis0:45
  6. A diverse family gathers for a meal in a sunny backyard, then an older couple walks a dog in a park, with text overlays.© John Lewis1:05
  7. John Lewis “Always A Woman”, shot 7© John Lewis1:17

Stills © John Lewis. Made by adam&eve\TBWA, Blink and Dougal Wilson.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A woman's life journey, from birth to old age, set to a classic song.

Tagline: “Never Knowingly Undersold on quality, price and service. Our lifelong commitment to you.”

life stagescoming of agefamily gatheringsnostalgiamontage of memoriescelebration of womanhood

The cut

Length
90 s
Shots
7
Average shot
12.9 s

What creatives use John Lewis “Always A Woman” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of John Lewis “Always A Woman”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A baby is lifted from a crib, then a toddler crawls through a play tunnel, then a young girl sits at a school desk, then a girl at a birthday party.© John LewisA young girl in a pink dress stands in profile, looking at a birthday cake with lit candles, surrounded by other children at a party.© John LewisA young girl in a red dress and party hat blows out candles on a birthday cake, surrounded by other children at a party table indoors.© John LewisA montage of a woman's life, from a young student to a pregnant woman, a mother, and an older woman, showing different stages and roles.© John Lewis
    Frames from John Lewis “Always A Woman”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of John Lewis “Always A Woman” in order, with its length, framing and what happens in it.

    A baby is lifted from a crib, then a toddler crawls through a play tunnel, then a young girl sits at a school desk, then a girl at a birthday party.© John LewisA young girl in a pink dress stands in profile, looking at a birthday cake with lit candles, surrounded by other children at a party.© John LewisA young girl in a red dress and party hat blows out candles on a birthday cake, surrounded by other children at a party table indoors.© John LewisA montage of a woman's life, from a young student to a pregnant woman, a mother, and an older woman, showing different stages and roles.© John LewisJohn Lewis “Always A Woman”, 0:45© John LewisA diverse family gathers for a meal in a sunny backyard, then an older couple walks a dog in a park, with text overlays.© John Lewis
    Length: 90 s · Shots: 7 · Average shot: 12.9 s

  3. 03Ad ideas: every spot built on a life stages

    Before you present an idea, you need to know who has done it, and how.

    John Lewis “Always A Woman” is built on a life stages. Search the library by idea to see every spot that uses it.

    VABYSMO - Genentech “A Beautiful Sight”© VABYSMO - GenentechTAKARA BELMONT Global “Hair Album”© TAKARA BELMONT GlobalGetty Images “From Love to Bingo”© Getty ImagesLloyds TSB “For The Journey”© Lloyds TSB
    VABYSMO - Genentech · TAKARA BELMONT Global · Getty Images · Lloyds TSB

More commercials by Dougal Wilson

  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • John Lewis "Monty's Christmas" (2015) commercial still© John LewisJohn Lewis “Monty's Christmas” 2015Dir. Dougal Wilson · adam&eve\TBWACannes Lions Grand Prix 2015
  • Channel 4 "Educating Yorkshire - School's Back" (2026) commercial still© Channel 4Channel 4 “Educating Yorkshire - School's Back” 2026Dir. Dougal Wilson · 4creativeCreative Circle Gold 2026
  • AT&T "Train" (2019) commercial still© AT&TAT&T “Train” 2019Dir. Dougal Wilson · BBDOKinsale Sharks Gold 2019
  • Apple "Unlock" (2019) commercial still© AppleApple “Unlock” 2019Dir. Dougal Wilson · AppleCiclope Gold 2018
  • adam&eve\TBWA/John Lewis & Parters, Waitrose & Partners "Bohemian Rhapsody" (2018) commercial still© adam&eve\TBWA/John Lewis & Parters, Waitrose & Partnersadam&eve\TBWA/John Lewis & Parters, Waitrose & Partners “Bohemian Rhapsody” 2018Dir. Dougal WilsonEpica Gold 2018

More from adam&eve\TBWA

  • Harvey Nichols "Shoplifters" (2016) commercial still© Harvey NicholsHarvey Nichols “Shoplifters” 2016Dir. Layzell Bros · adam&eve\TBWACannes Lions Grand Prix 2016
  • Foster's "Good Call" (2014) commercial still© Foster'sFoster's “Good Call” 2014adam&eve\TBWAIPA Effectiveness Awards Grand Prix 2014
  • John Lewis "Through the Ages" (2012) commercial still© John LewisJohn Lewis “Through the Ages” 2012adam&eve\TBWAIPA Effectiveness Awards Grand Prix 2012
  • Puma "I Got High" (2026) commercial still© PumaPuma “I Got High” 2026Dir. Elliott Power · adam&eve\TBWACreative Circle Gold 2026
  • Calm "Missed Birthdays" (2025) commercial still© CalmCalm “Missed Birthdays” 2025adam&eve\TBWAANDY Awards Gold 2025
  • IAMS "Waylon" (2025) commercial still© IAMSIAMS “Waylon” 2025adam&eve\TBWAANDY Awards Gold 2025

Award-winning retail commercials

Questions

Who directed the John Lewis “Always A Woman” commercial?

Dougal Wilson directed it, produced by Blink, for the agency adam&eve\TBWA.

Which agency made John Lewis “Always A Woman”?

adam&eve\TBWA created it for John Lewis (2011).

What awards did John Lewis “Always A Woman” win?

18 awards, including Cannes Lions 2010 Film Silver, IPA Effectiveness 2012 Grand Prix, British Arrows 2010 Craft Gold — Production Design and British Arrows 2011 Best Over 60 & up to & Including 90 Second Commercial Gold.

What is the tagline of John Lewis “Always A Woman”?

“Never Knowingly Undersold on quality, price and service. Our lifelong commitment to you.”

Sources for the credits and awards

britisharrows.comdandad.orgThe WorkThe Workweb.archive.orgweb.archive.orgweb.archive.org2010.liaentries.comweb.archive.orgipa.co.ukthinkbox.tvthedrum.com