Assignment 13- SynergiesJOE CARABINI

Lily Allen and John Lewis

Lily Allen’s song ‘Somewhere Only We Know’ was used for the John Lewis Christmas advert, which is very famous and popular. This led to the song gaining recognition amongst a very large audience as the advert was aired on average twice per hour.

In turn, the song also enhanced the effect of the advert upon viewers as the catchy chorus and wintery tone made people excited for Christmas and associate the advert with Christmas time.

Lily Allen and John Lewis

Despite its success, the song was not actually originally Lily Allen’s song as she covered it specifically for the advert and released it as a single on the same day.

This led to a huge increase in sales for her upcoming album (which featured the song)as well as over 60,000 sales of the single.

Each online version of the advert contained a link to a download site such as iTunes or Spotify where you could download the single by Lily Allen. On top of this, each time the advert was aired on TV there would be an advert for the ‘Shazam’ app, which can identify a song and tell the user the song name, the artist, where the single can be purchased and other key details.

Lily Allen and John Lewis

John Lewis funded the recording of the song because they knew that they would make a profit from it.

Not only did it enhance the popularity of their advert to gain over 12 million Youtube views, but they also took a share of the profits for the single.

This meant that the artist profited from the single, which also featured on ‘Now 86’ and her next album ‘Sheezus’ to generate even more sales. However, John Lewis befitted more from the synergy as they turned over profits from both the advert and the song. This is because John Lewis is a large corporation and can afford to spend a lot of money in order to get more financial returns.