Celebrating a century of ‘Never Knowingly Undersold’, John Lewis launches the first part of its trilogy of Christmas adverts.
- The campaign resurrects the firm’s iconic price promise, having been reinstated last week after its cessation two years prior.
- Saatchi & Saatchi produced a 90-second feature focusing on window displays through time, accentuating the retailer’s storied past.
- The advert traces significant historical moments, from the roaring 1920s to the challenges faced during World War II.
- Charlotte Lock, John Lewis’s customer director, highlights the ad’s reflection on the enduring value and commitment to customers.
The latest advertising initiative by John Lewis pays homage to the store’s 100-year-old promise, ‘Never Knowingly Undersold’, a policy recently revived after a two-year hiatus. As part of a three-step Christmas campaign, this advert represents a significant marketing endeavour, aiming to underline the brand’s historical commitment to value amidst competition from both high-street and online retailers.
Crafted by the distinguished agency Saatchi & Saatchi, the 90-second commercial is a vivid tableau of John Lewis’s evolution over the decades. Through meticulously arranged shop window displays, it offers viewers a glance into the styles and top products from different eras, backed by the auditory landscape of Laura Mvula’s rendition of ‘I Know What I Know’.
Narrated by the esteemed Samantha Morton, the ad artfully transitions from the innovative 1920s—a period when a simple toaster was a revelation—through the wartime fortitude demonstrated by the Oxford Street store, which once served as a makeshift bunker during the Blitz.
The narrative continues into the social revolutions of the 1960s and the distinct cultural shifts of the 1980s, vividly depicted through the fashions of those times. The culmination of the visual journey lands in contemporary Britain where cutting-edge products such as LED anti-aging masks dominate the scene.
Charlotte Lock, serving as the customer director, articulated the intent behind the campaign, stating, “Our launch ad travels back to 1925 when we first introduced ‘Never Knowingly Undersold’, through the perspective of our Oxford Street shop window.” Lock emphasised the intrinsic values of the brand, asserting their present-day relevance just as robustly as when first conceived.
Saatchi & Saatchi’s chief creative officer, Franki Goodwin, acknowledged the depth of connection the brand has maintained with British consumers, observing, “This isn’t just a shop – it’s been everything from a date night destination to a bomb shelter.” This expression encapsulates the narrative breadth and emotional depth that John Lewis aims to convey in its portrayal of both the past century and the promising future ahead.
The John Lewis ad campaign adeptly intertwines its rich legacy with modern aspirations, reaffirming its dedication to customer value.
