John Lewis unveils a new campaign, reviving their historic ‘Never Knowingly Undersold’ price promise, a tradition spanning a century.
- The campaign includes television and print ads, crafted by Saatchi & Saatchi, showcasing historical and modern fashion trends.
- A 90-second TV ad features a John Lewis store window changing over time, reflecting products from the 1920s to today.
- The trilogy of ads will culminate in the release of John Lewis’s 2024 Christmas advertisement.
- The campaign is narrated by Samantha Morton, with music by Laura Mvula, emphasizing the brand’s deep roots in British culture.
John Lewis has launched a fresh marketing initiative, marking the resurgence of its century-old commitment, ‘Never Knowingly Undersold’. This campaign is not just an advertising effort but a celebration of John Lewis’s enduring promise to match prices with 25 leading high street and online contenders, including well-known names such as Amazon and M&S. The intention is to strengthen consumer trust and reaffirm their market position.
The creative powerhouse Saatchi & Saatchi have crafted new television and print advertisements that draw heavily from the brand’s extensive history. These ads are designed to create a sense of nostalgia while also connecting with the present. The centerpiece of this campaign is a 90-second television spot that ingeniously combines newly filmed footage with archival material, capturing the evolution of fashion and consumer trends through several decades.
The ad, directed by King She, offers a visual narrative that uses a single John Lewis store window to serve as ‘a lens on the past and the future’. Viewers are taken on a visual journey that starts in the ‘Roaring 20s’, traverses through pivotal moments such as World War II and the vibrant 1980s, and eventually arrives in the modern day with futuristic LED face masks. This creative storytelling is not just about showcasing products but celebrating the historical journey of the brand.
This is merely the first installment of a three-part series set to culminate in John Lewis’s much-anticipated Christmas advertisement for 2024. Scheduled to be aired during the popular show Taskmaster on Channel 4, these ads aim to captivate a wide audience with their innovative and heartwarming approach. Each part of the trilogy builds upon the last, enhancing the narrative of a brand steeped in tradition while looking forward to the future.
The auditory experience of the ad is enriched by Samantha Morton’s narration and an evocative score by Laura Mvula, who performs a contemporary rendition of Paul Simon’s ‘I Know What I Know’. This combination of voice and music is intended to resonate with audiences, enhancing the emotional connection to the brand and its storied past. A statement from Franki Goodwin at Saatchi & Saatchi encapsulates this sentiment: ‘Bringing back the Never Knowingly Undersold promise and launching the Live Knowingly platform has allowed us to delve into the rich archives of John Lewis, uncovering the deep connection this brand has shared with the nation for over a century.’
John Lewis’s latest ad campaign is a powerful nod to its historical roots, promising a blend of nostalgia and modernity in retail.
