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John Lewis is releasing its first TV spot to promote its insurance service. The ad, created by Adam & Eve/DDB, uses stop-motion animation to show household items including cutlery and cuddly toys coming to life and sliding out into the front garden – taking family members with them – for a photograph. It is accompanied by a cover of Fleetwood Mac’s Don’t Stop and ends with the line: "If it matters to you, it matters to us." The work was written and art directed by Simon Lloyd and Christine Turner, and directed by Dougal Wilson through Blink.