John Lewis unveils the first part of their Christmas campaign celebrating 100 years of ‘Never Knowingly Undersold’.
- The campaign resurrects the retailer’s historic price promise after a two-year hiatus.
- A 90-second film, narrating history through store windows, highlights key eras from the 1920s to present day.
- The advertisement marks the retailer’s most extensive marketing effort, exploring its influence over a century.
- ‘Live Knowingly’ platform introduced, revitalising John Lewis’s commitment to offering competitive prices.
John Lewis has launched the first chapter of its much-anticipated three-part Christmas ad campaign, celebrating a century of its ‘Never Knowingly Undersold’ pledge. This initiative comes following the reintroduction of the renowned price promise, which was temporarily suspended two years ago. The campaign signifies the beginning of John Lewis’s most comprehensive marketing effort to date.
The centrepiece of this campaign is a 90-second advertisement crafted by Saatchi & Saatchi, which uses the John Lewis store window as a narrative lens to explore different historical periods. Each window setting features top-of-the-time products and reveals the evolution of consumer trends. Laura Mvula’s rendition of Paul Simon’s ‘I Know What I Know’ accompanies the visuals, enriching the historical reflections narrated by Samantha Morton.
In its storytelling, the advertisement showcases pivotal moments from the past century, including a recreation of the 1925 storefront that featured a toaster, an innovation at the time. It also reflects upon significant events, such as the World War II era, when the Oxford Street store served as a temporary bunker, depicting John Lewis’s resilience and historical significance in the community.
Further, the scenes transition into the lively 1960s and the fitness trends of the 1980s, ultimately culminating in contemporary times with the depiction of modern products like high-tech LED face masks. This progression illustrates John Lewis’s adaptability and its connection to evolving market demands over decades.
John Lewis brings ‘Live Knowingly’ as a refreshed platform, reinvigorating its foundational price promise by ensuring competitiveness against both high street and online retailers. This strategic move, rooted in its heritage, aims to reinforce its value proposition and enduring relationship with consumers.
John Lewis’s campaign not only celebrates its historic price promise but also underscores its sustained relevance in the retail landscape.
