John Lewis Teases Christmas Campaign with Iconic Price Promise
John Lewis has dropped a sneak peek of its Christmas campaign, bringing back its legendary “Never Knowingly Undersold” guarantee. This marks the start of a three-part campaign aimed at dominating the crucial retail ‘golden quarter’ and building buzz for its much-loved Christmas advert.
Through the Decades: A Window to the Past
The first ad, titled “Through the Decades,” takes viewers on a nostalgic journey spanning 100 years. It follows one single store window as it transforms through time, reflecting changing fashion trends and top products—from 1920s flapper dresses to 1980s Lycra workout gear.
- Vintage footage highlights a cutting-edge 1925 toaster, once the display’s star.
- A wartime flashback shows the iconic Oxford Street store doubling as a war bunker during the Blitz in September 1939.
- The advert moves through the swinging ’60s and ends with today’s high-tech must-haves like LED anti-aging face masks.
The nostalgic trip wraps up with the revival of the “Never Knowingly Undersold” pledge, first launched in 1925 and now proudly back in store windows.
Star-Studded Soundtrack and Voiceover
The ad is set to a fresh take on Paul Simon’s I Know What I Know, beautifully sung by Laura Mvula. Bafta-winning actress Samantha Morton lends her voice as narrator, aiming to connect with loyal customers and new shoppers alike.
Price Promise Returns Amid Sales Surge
John Lewis brought back the Never Knowingly Undersold pledge on September 9, after shelving it two years ago. The company admits price matching is a key player in today’s cut-throat retail market.
Since its return, sales have jumped, with johnlewis.com seeing over 50,000 extra daily organic visits.
Charlotte Lock, John Lewis Customer Director, said: “We’ve looked to our heritage to inform our refreshed value promise to customers, making it relevant for today by matching not only high street retailers but also online competitors – and we are backing it with the biggest marketing campaign in our history.”
This first advert already hints at the signature magic of John Lewis’s Christmas campaigns, setting the stage for a festive season to remember.
