John Lewis is making a bold statement by drawing on its rich heritage as it celebrates the return of its refreshed value promise.
In a trilogy of ads leading up to its highly anticipated Christmas campaign, the iconic retailer is reviving its renowned ‘Never Knowingly Undersold‘ pledge in a reimagined form.
This marks the first time in two years the pledge has returned, forming the cornerstone of the biggest marketing campaign in the retailer’s history.
A Journey Through Time
The centrepiece of this campaign is a 90-second film and a series of print ads developed by creative powerhouse Saatchi & Saatchi. The ad focuses on a single window at John Lewis’s Oxford Street flagship store, which is dressed and redressed over a span of a century – the same period during which the price promise has been in operation.
Each scene in the advert reflects the iconic products of the era, pulled directly from John Lewis’s archives in Berkshire.
Starting in 1925, the window display features a then-innovative toaster, heralding modern conveniences. Fast-forward to World War II, and the Oxford Street store is depicted as a temporary war bunker, surviving the Blitz 84 years ago.
The 1960s see the store embracing the cultural shifts of the swinging era, while the 1980s celebrate the craze for Lycra. The journey through time concludes with a glimpse of the present, showcasing a high-tech LED anti-ageing face mask, highlighting how the brand remains at the forefront of innovation.
Finally, the advert closes with the iconic words “Never Knowingly Undersold” etched on the shop window.
Reimagining a Legacy and Heritage-Inspired Design
The film is just the beginning. John Lewis plans to release two more ads as part of this trilogy, all designed to build anticipation for its golden quarter.
The campaign reflects the retailer’s new ‘Live Knowingly’ brand platform, which draws on values learned over a lifetime. According to the retailer, this platform reaffirms that the values of quality and service that John Lewis has always stood for remain as relevant today as they were 100 years ago.
What’s more, every detail of the advert has been meticulously crafted. The scenes, based on real moments from the retailer’s history, were recreated by renowned designer Ed Marler, whose work brings the story of John Lewis’s past to life in vivid detail.
Each outfit and product in the display reflects the decade it represents, making the ad not just a marketing campaign but a celebration of British retail history.
The Return of ‘Never Knowingly Undersold’
The revival of the ‘Never Knowingly Undersold’ pledge comes with a modern twist. It now promises to match prices both in-store and online across 25 retailers, including major competitors like Amazon, AO.com, and Marks & Spencer.
Since the price promise’s return on 9 September, John Lewis has reported a significant increase in sales, with organic website visits up by more than 50,000 per day.
In its refreshed form, the pledge aims to remind customers not only of John Lewis’s commitment to quality but also of the competitive value it offers.
This is part of a broader strategy to enhance the value perception of the brand, following feedback that while customers appreciated the store’s service, they were less clear about its pricing after the pause of the pledge two and a half years ago.
Looking Ahead
As John Lewis launches this campaign, it’s evident the retailer is looking to the future while drawing from its storied past. According to their customer director, the campaign demonstrates that the values John Lewis stands for remain relevant to customers today.
By combining their heritage with modern retail practices, they are able to meet the needs of both high street and online shoppers.
With the ‘Never Knowingly Undersold’ pledge back at the heart of its operations, John Lewis is set to continue reinforcing its reputation for quality, service, and now, value. This marketing push, its biggest to date, is a clear message that the retailer remains a trusted name in British retail – a position it intends to hold for the next 100 years and beyond.
In conclusion
John Lewis’s campaign is a celebration of history, innovation, and customer commitment. By reintroducing their legendary pledge with a contemporary twist, the retailer is not only paying homage to its past but also securing its place in the future of retail.
