John Lewis has unveiled a new advertising campaign revisiting its iconic ‘Never Knowingly Undersold’ promise. The campaign, crafted by Saatchi & Saatchi, taps into the brand’s century-old history.
The heart of John Lewis’s new campaign is its cherished ‘Never Knowingly Undersold’ pledge, a promise to match prices with 25 prominent competitors. This initiative revives a policy deeply embedded in the retailer’s history, bringing it to contemporary shoppers once again.
The evolving window display is central to the ad, depicted from various eras such as the 1940s and 1980s, right up to today with cutting-edge LED face masks. This visual story offers a reflection on changing consumer preferences.
Saatchi & Saatchi’s Franki Goodwin notes that the campaign unearths John Lewis’s historical archives, demonstrating its connection with British society over the decades.
Scheduled to premiere during Channel 4’s Taskmaster, the ad is poised to attract a broad audience, bringing the nostalgic narrative to homes nationwide.
From the roaring twenties’ innovations to wartime resourcefulness, the scenes amalgamate pivotal historical events with snapshots of popular culture and consumerism.
By broadening its scope, John Lewis seeks to strengthen its market position, ensuring customers benefit from fair pricing in an ever-competitive retail environment.
This ad not only revives a classic promise but also underscores the brand’s deep-seated presence in Britain’s commercial landscape. John Lewis continues to be a trusted name in retail, blending tradition with modernity.
John Lewis’s nostalgic campaign artfully bridges past and present, reinforcing its storied price pledge. As the first ad in a trilogy, it sets the stage for future narratives that will further showcase the brand’s enduring consumer appeal.
