John Lewis names Boston United's Lenell John-Lewis as brand ambassador - Retail Gazette

Department store John Lewis has named Boston United striker Lenell John-Lewis as its newest brand ambassador.

John-Lewis will front the retailer’s ‘Summer of Sport’ campaign and will also take on an advisory role as part of his ambassadorship. He’ll advise consumers on how to choose the right TV and surround sound.

Devised by creative agency Earnies, the campaign will roll out across social media, PR and a media partnership with LADBible.

John Lewis’ senior marketing manager Mary McClenahan said: “Summer is a hugely important retail moment for us, as customers prepare their homes for a season of sport and entertainment.

“Earnies brought us an idea grounded in genuine cultural insight, paired with a brilliantly simple creative execution. It stood out immediately during the pitch process.”

Earnies’ managing director Jessica O’Donohoe said: “The best earned ideas are often hiding in plain sight, and this one immediately felt too good not to pursue. It takes a genuine piece of fan culture and turns it into something unexpected, entertaining and inherently shareable.”

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