John Lewis has unveiled the latest chapter in its highly anticipated “golden quarter” trilogy of ads, titled “Give Knowingly.”
This campaign continues the company’s unprecedented marketing investment, designed to resonate with shoppers during the all-important festive season.
Set against the backdrop of John Lewis’s reimagined Never Knowingly Undersold price promise, which relaunched in September, “Give Knowingly” emphasises the retailer’s commitment to providing value and inspiring thoughtful gifting.
Reinforcing Value and Showcasing the Season’s Best
Following on from the initial “Live Knowingly” ad, this second instalment is product-centric, spotlighting a curated list of the top 100 holiday gifts.
Ranging from cosy cashmere jumpers and classic china to charming soft toys, the selection also includes premium brands such as Charlotte Tilbury, Ninja, Google, and Dyson. As Black Friday approaches – a peak trading period that sees nearly two-thirds of November purchases destined as Christmas gifts – John Lewis aims to remind consumers of its quality and price promise, creating confidence in every gift choice.
The ad campaign, crafted by Saatchi & Saatchi, spans a wide array of media outlets, underscoring its ambitious scope. Eight distinct films will be rolled out across television, broadcast video on demand, digital platforms, social channels, large-scale out-of-home placements, print, social media, and radio.
With this comprehensive approach, John Lewis hopes to meet customers wherever they are, offering a reminder that it is the ideal destination for finding quality gifts that won’t break the bank.
The Evolution of “Never Knowingly Undersold”
Reinforcing its legacy in value and customer trust, John Lewis brought back its famed Never Knowingly Undersold promise, reimagining it with a modern twist.
Today, this pledge ensures price matching across 25 other retailers, a move that signals John Lewis’s dedication to offering competitive prices during an era of fluctuating value perceptions.
The executive director shared that since September, the campaign has attracted over 55,000 additional organic visits, even before advertising efforts were launched, highlighting the magnetic pull of the updated promise.
Building Excitement for Black Friday and Beyond
As the holiday season gains momentum and shoppers hone in on finding the perfect gifts, “Give Knowingly” aims to offer them inspiration, reminding them that the right gift at the right price can always be found at John Lewis.
The final chapter of the trilogy is set to debut later in November, priming the brand for the Christmas rush and wrapping up what has already proven to be John Lewis’s most extensive campaign to date.
A New Era for John Lewis
With the “Give Knowingly” ad, John Lewis underscores its enduring commitment to value, quality, and inspiration. By reintroducing a beloved promise with a fresh outlook and broadening its marketing horizons, the retailer is well-positioned to capture the hearts and loyalty of customers this season.
As Black Friday and Christmas approach, John Lewis’s golden quarter trilogy reminds shoppers that it remains a destination for thoughtful gifting – where quality and competitive prices come together in perfect harmony.
