John Lewis unveils its centennial campaign celebrating ‘Never Knowingly Undersold.’
- The campaign marks a return to the pledge withdrawn two years ago.
- The 90-second ad journeys through a century of fashion and innovation.
- Historical scenes from the 1920s to the present are vividly depicted.
- The campaign is part of John Lewis’s largest marketing effort to date.
In a move that echoes its storied past, John Lewis has launched a centennial ad campaign celebrating 100 years of its iconic pledge, ‘Never Knowingly Undersold.’ The decision comes as part of a wider strategy after the department store reinstated this promise, which had been shelved two years prior. This campaign represents a significant aspect of John Lewis’s most extensive marketing initiative to date.
The advertisement, crafted by Saatchi & Saatchi, serves as a captivating lens into both the past and the future of consumer trends. It artfully features a series of window displays that ingeniously represent different eras along with top products that defined those times. The ad’s soundtrack is graced by Laura Mvula’s cover of Paul Simon’s ‘I Know What I Know,’ bringing a melodic rhythm to the visual storytelling.
This 90-second film is more than just an advertisement; it is a nostalgic journey that revisits pivotal historical moments. For instance, it takes viewers back to the 1920s, showcasing a John Lewis shop window where a toaster once stood as a marvel of modern ingenuity in 1925. Additionally, the narrative traverses through the shadows of World War II, capturing the moment when the Oxford Street branch functioned as a temporary war bunker, enduring the blitz on London 84 years ago.
Progressing through time, the advert vividly portrays the swinging 60s and the lycra fitness craze of the 1980s, ultimately landing in the present day. The ad concludes with contemporary scenes of advanced technology, typified by high-tech LED anti-aging face masks. This seamless temporal transition culminates in the return of the cherished ‘Never Knowingly Undersold’ pledge, prominently displayed on the shop window.
As part of a three-part campaign planned for the ‘golden quarter,’ this first installment reflects the significance of heritage and innovation intertwined in John Lewis’s values. Charlotte Lock, the customer director, emphasizes that the store’s newfound strategy is not just about competing on the high street but also against online rivals. It’s a vision that finds its roots deeply embedded in the brand’s archive, drawing on its history to resonate with contemporary relevance.
Franki Goodwin, Saatchi & Saatchi’s chief creative officer, expresses, ‘Bringing back the Never Knowingly Undersold promise allows us to dive into the rich archives of John Lewis, revealing the deep, enduring connection this brand has held with the nation for over a century.’ This ad is not merely about retail; it highlights John Lewis as an evolving institution intertwined with Britain’s cultural fabric.
John Lewis’s latest campaign underscores its enduring legacy and dynamic vision for the future.
