John Lewis has offered an early glimpse of its highly anticipated Christmas campaign, with a new advert that revives its iconic “Never Knowingly Undersold” price promise. This is part of a three-part campaign set to capture attention during the retail ‘golden quarter’, building anticipation for the store’s famous Christmas advert.
The first advert in the series, titled “Through the Decades,” takes viewers on a journey through time, showcasing a single store window evolving over a century. The window is repeatedly dressed and redressed to reflect changing fashion trends and popular products, from the 1920s roaring flapper dresses to the 1980s Lycra fitness craze. Archive footage even highlights a cutting-edge 1925 toaster, which was a centrepiece in the window display that year.
One poignant scene recalls the Second World War, when John Lewis’s flagship Oxford Street store temporarily operated as a war bunker and was damaged during the Blitz on September 18, 1939.
The advert continues through the swinging 60s and the modern-day, ending with a showcase of current high-tech products, such as LED anti-aging face masks. The nostalgic trip culminates with a reappearance of the Never Knowingly Undersold pledge, first introduced in 1925, and now proudly reinstated in store windows.
Accompanied by a new rendition of Paul Simon’s I Know What I Know, sung by Laura Mvula, and narrated by Bafta-winning actress Samantha Morton, the advert aims to strike a chord with both long-time John Lewis customers and new shoppers.
John Lewis recently reintroduced the Never Knowingly Undersold pledge on September 9, two years after discontinuing it, acknowledging the importance of price matching in today’s competitive retail landscape. The retailer says the reintroduction has led to a notable increase in sales, with over 50,000 more daily organic visits to johnlewis.com.
John Lewis Customer Director Charlotte Lock commented on the campaign, saying: “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.
The first part of this campaign already hints at the signature magic of John Lewis’s Christmas advertising, setting high expectations for what’s to come in the coming months.
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