John Lewis unveils a nostalgic advertising campaign reflecting its historic price pledge.
- The campaign marks the return of the ‘Never Knowingly Undersold’ promise.
- Set across decades, the ad features archival and new footage.
- Directed by King She, the first of a trilogy prepares the brand for Christmas.
- Narrated by Samantha Morton, the ad echoes John Lewis’s hundred-year legacy.
John Lewis, a revered retailer, has embarked on a captivating marketing journey by reviving its historical ‘Never Knowingly Undersold’ promise. This campaign, the brainchild of Saatchi & Saatchi, seeks to strengthen the brand’s connection with its consumers by bringing its storied past to the forefront.
The initiative launches with a 90-second television advertisement, which incorporates both newly filmed and archive footage, taking viewers on a visual journey through fashion trends from various decades, including the 1980s, 1960s, 1940s, and even the ‘Roaring 20s’. The campaign’s ambition is to offer a ‘lens on the past and future’, encapsulated in a single evolving store window representing the evolution of popular products.
In a nod to historical moments, the advertisement recreates iconic scenes, such as John Lewis’s transformation into a temporary war bunker during the World War II era. The advert culminates in the present day, highlighting modern innovations like high-tech LED face masks. This creative narration is supported by the voice of actor Samantha Morton and features Laura Mvula’s rendition of Paul Simon’s ‘I Know What I Know’.
The campaign is set to roll out during Channel 4’s ‘Taskmaster’, setting the stage for what promises to be a widely anticipated Christmas advertisement. This rollout is part of a trilogy intended to captivate audiences during retail’s critical ‘Golden Quarter’.
Emphasising its enduring commitment, John Lewis’s price pledge will see the retailer matching prices with 25 key competitors, including notable names such as Amazon and M&S. This strategic move not only reinforces John Lewis’s market positioning but also its century-spanning relationship with consumers.
John Lewis’s campaign masterfully connects its rich heritage to modern consumer expectations, reinforcing its market presence.
