adam&eveDDB Introduces ‘Tiny Dancer’ for John Lewis

By Erik Oster 

adam&eveDDB London launched a new spot for John Lewis Home Insurance entitled “Tiny Dancer.”

The spot features an enthusiastic but reckless young ballerina, who twirls and jumps through the house, putting a family’s possessions at risk in the process. Set to the Elton John song of the same name, the ad ends with the message, “If it matters to you, it matters to us.” It’s a simple idea, but almost everything about the execution is perfect, making for an ad that’s both memorable and relatable. First, the young actress just nails the role, convincingly single-minded in her love for dance and her reckless abandon. (Whoever cast her also deserves some kudos.) The pacing and direction are also spot-on, not a surprise given that the spot was helmed by Dougal Wilson of production company Blink, who also directed “Monty the Penguin” for the brand. And the tagline brings the memorable spot together, furthering the connection to the brand. The spot will make its broadcast debut tomorrow and will also run in theaters in the U.K.

“Every little girl has been that little girl, and every little boy has done something similar,” Rick Brim, executive creative director at adam&eveDDB told Adweek. “You would be hard pushed to find someone who can’t relate to this scene.”


Client: John Lewis Home Insurance
Client: Margaret Burke, Head of Marketing, Financial Services at John Lewis
Project: “Tiny Dancer”
Agency: adam&eveDDB, London
Chief Creative Officer: Ben Priest
Executive Creative Director: Richard Brim
Copywriter: Jo Cresswell
Art Director: Sian Coole
Planner: Tom Sussman
Media Agency: Manning Gottlieb OMD
Media Planner: James Parnum
Production Company: Blink
Director: Dougal Wilson
Editor: Joe Guest @ Final Cut
Postproduction: MPC
VFX Supervisor: Tom Harding
Executive Producer: Julie Evans
Postproducer: Hannah Ruddleston
Colorist: Jean Clement-Soret
Soundtrack Name and Composer: “Tiny Dancer” by Elton John
Audio Postproduction: Anthony Moore @ Factory