Marking 100 years of its promise, John Lewis launches a new ad campaign.
- The campaign is the department store’s biggest marketing effort to date.
- A 90-second film reflects on the past century through store window displays.
- Narrated by Samantha Morton, it showcases historical and modern scenes.
- The ad is part of a three-part Christmas campaign celebrating ‘Never Knowingly Undersold’.
John Lewis has introduced the first segment of a three-part Christmas advertising campaign, celebrating 100 years of its iconic pledge, ‘Never Knowingly Undersold’. This campaign is considered the department store’s most extensive marketing endeavour since reinstating the pledge that was paused two years ago.
The 90-second film is a creative work by Saatchi & Saatchi, utilising the John Lewis store window as a narrative device to traverse time. Each display within the window encapsulates different historical eras, highlighting significant products that defined those times. Set against Laura Mvula’s rendition of Paul Simon’s ‘I Know What I Know’, the advertisement provides a retrospective look at the fashions and innovations from the 1920s onwards.
The film transports viewers back to 1925, illustrating a period when a simple toaster gained wide attention as a modern marvel in a John Lewis window display. Notably, the advert recalls World War II, specifically reflecting on the Oxford Street store’s transformation into a makeshift war bunker, enduring damage during the Blitz some 84 years ago.
Fast-forwarding to the swinging 1960s and the vibrant fitness trend of the 1980s, the narrative ultimately culminates in the present day. It showcases contemporary innovations like high-tech LED anti-aging masks, underscoring the timeless relevance of John Lewis’s longstanding value proposition.
Charlotte Lock, Customer Director at John Lewis, emphasised the importance of the company’s heritage in reshaping its value promise to align with modern consumer expectations. By integrating a ‘window on Britain’, the campaign underscores how societal trends and events over the past century are interwoven with the brand’s evolution.
Furthermore, Saatchi & Saatchi’s Chief Creative Officer, Franki Goodwin, remarks on the profound connection established between John Lewis and the British public through this campaign. By reinvigorating the ‘Never Knowingly Undersold’ promise and introducing the ‘Live Knowingly’ platform, the advert delves into the brand’s rich archival history, portraying John Lewis as more than just a retail space.
The ad reflects John Lewis’s commitment to its heritage and enduring values over the past century.
