John Lewis launches its extensive marketing effort, a 90-second ad celebrating over a century of history and the “Never Knowingly Undersold” pledge.
- The ad positions the John Lewis store window as a narrative device, depicting various eras and their prevailing shopping trends.
- Key historical moments, including the 1920s, wartime innovation, and modern technological advancements, are highlighted.
- The campaign is part of a three-part Christmas series, showcasing John Lewis’s extensive legacy and commitment to customer value.
- Industry leaders emphasise the significant connection between John Lewis and British society over the past century.
John Lewis is embarking on a significant marketing journey, celebrating 100 years of its “Never Knowingly Undersold” pledge in the opening segment of a Christmas ad trilogy. This campaign marks the department store’s most substantial marketing effort in recent times, underscoring the reinstatement of its price promise, which was reintroduced after a hiatus of two years.
The advertisement, crafted by Saatchi & Saatchi, offers a vibrant 90-second portrayal using the iconic John Lewis store window as a lens into both the past and present. Each display window captures different decades, showcasing the products synonymous with each period while set to the soundtrack of Laura Mvula’s rendition of Paul Simon’s “I Know What I Know”. Notably, the advertisement features the innovative toaster from 1925, a centrepiece of that era.
A pivotal scene within the advert revisits the World War II period, illustrating John Lewis’s Oxford Street store as a temporary war bunker during the blitz 84 years ago. This not only highlights the brand’s historic significance but also its resilience.
The narrative further traverses through the swinging 1960s, the fitness craze of the 1980s, and concludes with present-day technological advancements, including high-tech LED anti-aging face masks. Each era reinforces the enduring relevance of John Lewis’s historical pledge in contemporary settings.
Charlotte Lock, John Lewis’s Customer Director, articulated how the company’s heritage has influenced its refreshed value promise, aiming to match the offerings of both high street and online competitors. “Our advertising draws on the archives, literally depicting a window on Britain, reflecting evolving trends over a century,” she stated.
Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, highlighted the campaign’s depth, describing the “Never Knowingly Undersold” promise and the new “Live Knowingly” platform as pieces that reflect John Lewis’s intricate relationship with its customers over the decades. “This isn’t just a shop – it’s been everything from a date night destination to a bomb shelter,” remarked Goodwin.
The advertisement not only highlights John Lewis’s century-old legacy but also reinforces its continuing commitment to customer service and value.
