John Lewis celebrates a century of its ‘Never Knowingly Undersold’ promise with a new advertisement.
- The ad marks the start of the store’s largest marketing campaign to date.
- Created by Saatchi & Saatchi, the 90-second film revisits the history of John Lewis through shop window displays.
- The campaign reinstates the price promise pledge, which was scrapped two years ago.
- Set to Laura Mvula’s music, the ad also highlights key historical moments from the 1920s to the present.
John Lewis has launched an ambitious advertising campaign to mark 100 years of its iconic ‘Never Knowingly Undersold’ pledge. This initiative kicks off what is billed as the company’s most extensive marketing strategy. The advertisement, designed by Saatchi & Saatchi, captures the department store’s evolution by showcasing different eras through its shop window displays.
The 90-second film, narrated by Samantha Morton, uses the backdrop of Laura Mvula’s rendition of Paul Simon’s ‘I Know What I Know’ to enhance the nostalgic journey. It opens with scenes from the 1920s, an era when a simple toaster was seen as groundbreaking. These scenes are cleverly followed by a recreation of a World War II setting, where the Oxford Street store served as a temporary war bunker during the blitz.
The advertisement moves through time, illustrating the fashion-forward 1960s and the fitness craze of the 1980s, culminating in modern times with the display of high-tech LED anti-aging face masks. Each scene is carefully crafted to reflect the changing trends and significant historical events over the past century.
At the heart of this campaign is the reinstatement of the ‘Never Knowingly Undersold’ pledge. This promise, reintroduced recently after its removal two years ago, is prominently featured in the final scene as a reminder of the retailer’s enduring commitment to competitive pricing.
Charlotte Lock, John Lewis’s customer director, explains that the campaign reflects a connection to their heritage while remaining relevant in today’s competitive market. The focus, she notes, is on matching prices with both high street and online competitors, supported by the brand’s largest-ever marketing effort. Saatchi & Saatchi’s Franki Goodwin adds that the campaign allows a deep dive into John Lewis’s archives, revealing the brand’s lasting bond with British consumers.
This campaign not only commemorates a century of history but also reinforces John Lewis’s dedication to both heritage and modernity.
