John Lewis has come up with a three-part series of adverts to mark the relaunch of its ‘Never Knowingly Unsold’ policy. This comes after the retailer upgraded and revived the price match policy.
The advert, entitled ‘The Window’, was created by Saatchi & Saatchi. The first part highlights the John Lewis flagship Oxford Street store. Its directed by King She and voiced by actress Samantha Norton. The scenes take viewers through John Lewis’ archive, giving glimpses of the past.
Franki Goodwin, Saatchi & Saatchi Chief Creative Officer, said bringing back the ‘Never Knowingly Undersold’ promise and launching the ‘Live Knowingly’ platform allowed the agency to delve into the rich archives of John Lewis. Doing so, it uncovered the deep connection the brand has shared with the nation for over a century. “This isn’t just a shop, it’s been everything from a date night destination to a bomb shelter.”
Charlotte Lock, John Lewis’ Customer Director, said the company looked into its heritage to inform its refreshed value promise to customers. This is relevant to today as it not only matches high street retailers but online competitors as well. “We are backing it with the biggest marketing campaign in our history,” Lock said. “We have drawn on our archives and are literally depicting a window on Britain, showing the changing trends and events over the past century.”
The executive highlighted that John Lewis’s launch ad travels back to 1925 when it first introduced ‘Never Knowingly Undersold’ through the perspective of its Oxford Street window. “The enduring value and the values John Lewis represents are as important today as they were a century ago.”
Also Read: ‘That’s So Primark’ – Primark Launches First Brand Campaign in the US
