John Lewis unveils a new campaign revisiting its historical ‘Never Knowingly Undersold’ price pledge.
- A trilogy of nostalgic adverts showcases decades of John Lewis’s retail history.
- The campaign features a blend of newly filmed scenes and historical footage.
- Actor Samantha Morton narrates the adverts, with music by Laura Mvula.
- The nostalgic adverts will air during the first episode of Channel 4’s Taskmaster.
John Lewis has launched the first in a trilogy of adverts, tapping into its rich heritage by highlighting the return of its century-old promise, “Never Knowingly Undersold.” The campaign is designed to remind audiences of the company’s longstanding commitment to price match 25 identified retailers both online and in physical stores.
The 90-second television advert, created by Saatchi & Saatchi, mixes contemporary filming with historical archive footage. It artfully transports viewers through various fashion eras, from the Roaring Twenties to the vibrant 1980s. This visual journey through time is enhanced by narrative elements, illustrating the evolution of John Lewis’s shop windows through prominent historical periods such as the Second World War, where its Oxford Street store was used as a war bunker.
Directed by King She, the advert serves as a prelude to John Lewis’s anticipated Christmas campaign, which is set to conclude the trilogy. The campaign underscores the enduring connection John Lewis has with its consumers, reinforced by the evocative soundtrack featuring Laura Mvula’s rendition of Paul Simon’s ‘I Know What I Know’, and the narration by esteemed actress Samantha Morton.
The innovative portrayal of the store’s transformation over the decades, where products ranging from early toasters to modern LED face masks display the changing tastes and technological advancements, seeks to captivate and inspire viewers. Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, remarks on uncovering the deep ties between John Lewis and the nation, stating, “This isn’t just a shop – it’s been everything from a date night destination to a bomb shelter.”
The campaign artfully blends nostalgia with a forward-looking vision, re-establishing John Lewis’s legacy and commitment to its customers.
