- Brand - John Lewis
- Spot - Buster The Boxer
- Music Title - One Day I'll Fly Away
- Artist - Vaults
- Master Rights - Universal
- Composer - Sample, Jennings
- Publisher - Universal Music, BMG
- Music Supervisor - Abi Leland, Ed Bailie @Leland Music
- Ad Agency - adam&eveDDB
- Creative - Ben Priest, Richard Brim, Ben Stilitz, Colin Booth
- Film Co - Blink
- Director - Dougal Wilson
- Post Production - MPC
- Air Date - 10/11/16
The estimated £7m John Lewis is expected to spend on its acclaimed Buster The Boxer Christmas campaign includes the cost of booking a full orchestra and choir into Abbey Road to record the soundtrack – a cover of Randy Crawford’s 1980 hit One Day I’ll Fly Away – with new Universal signing Vaults.
“Previous John Lewis ads have favoured pretty minimal instrumentation,” says Abi Leland who has supervised them all since 2010.
“But this time the story and the film performances demanded a much bigger sound and a more theatrical tone.”
Leland reports that director Dougal Wilson had One Day I'll Fly Away in mind from the outset, giving her team nearly six months to “explore a number of different approaches” and commission a “ beautiful and clever orchestration” from arranger Chris Hill.
Fronted by singer Blythe Pepino, Hertfordshire trio Vaults came to prominence in 2015 when their song One Last Night was included on the 50 Shades Of Grey OST.
Their version of One Day I’ll Fly Away was released as a single on November 10 and immediately entered the iTunes Top 5. It will also appear on Vaults’ debut album Caught In Still Life which is scheduled for December 2.