Critically acclaimed music artist Laura Mvula has released a contemporary rendition of Paul Simon’s ‘I Know What I Know’ (listen here) as a charity single for John Lewis’ ‘Live Knowingly’ campaign today, Friday 4 October. The single follows the enthusiastic reception of Laura’s chorus in John Lewis’ most recent advert ‘The Window’ for the latest ‘Live Knowingly’ advertising campaign.
John Lewis has reimagined its 100-year-old brand promise to be Never Knowingly Undersold on quality, service and price. This was supported by a campaign about what it means to Live Knowingly, and the wisdoms we have gathered along the way.
On the single Laura Mvula says: “I’m thrilled to be involved in this campaign. Being able to contribute to such a meaningful initiative through music is truly special.” John Lewis is donating its profits from the single to the Building Happier Futures programme, which is part of the John Lewis Partnership Foundation.
All donations will contribute to building supportive communities for care-experienced people to thrive in, through providing both employability support, unlocking the potential of a talented community and helping families and carers create happy and secure homes.
On the release of the charity single, Rosie Hanley, Director of Brand for John Lewis, says “Laura Mvula’s charity single beautifully captures the confidence of our new Live Knowingly campaign. John Lewis stands for quality, service and value – things which are as important today as they were 100 years ago. We’re really proud of both the campaign and music track – classics which have been reimagined for the modern age.”
John Lewis’ new campaign launched on 19 September, celebrates John Lewis’ 100-year promise of ‘Never Knowingly Undersold,’ emphasising the brand’s commitment to price, quality, and trust.
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