John Lewis has unveiled a sneak peek of its upcoming Christmas advertisement, kicking off a new campaign focused on its recently reintroduced “Never Knowingly Undersold” pricing promise. This television spot, titled “Through the Decades,” marks the beginning of a three-part series for the crucial retail period leading up to Christmas, culminating in the highly awaited festive commercial from the department store.
The initial advert delves into the retailer’s history, showcasing archive footage of a single store window evolving over a century. The window transforms with products spanning different eras such as the fashionable 1920s attire and an innovative toaster from 1925. Historical moments like the Second World War, where the Oxford Street store served as a temporary war shelter and endured bombings, are depicted. The advertisement progresses through the swinging 60s, the 1980s fitness craze, and finally arrives in the present day with state-of-the-art LED anti-ageing face masks. The finale features the iconic Never Knowingly Undersold commitment, originating in 1925, prominently displayed on the window.
Accompanying the ad is a rendition of Paul Simon’s “I Know What I Know,” performed by Laura Mvula, with a voiceover by Bafta-winning actress Samantha Morton. John Lewis reinstated the price pledge on September 9, following its discontinuation two years ago due to perceived relevance issues with customers. The retailer reported a significant boost in sales since reintroducing the promise, with organic visits to johnlewis.com surging by over 50,000 daily.
Charlotte Lock, John Lewis’ customer director, highlighted the brand’s emphasis on heritage in shaping its modernised value proposition, aligning it with both brick-and-mortar and online competitors. The company is backing this commitment with its most extensive marketing campaign to date, drawing inspiration from its archives to create a visual narrative of British trends and events over the past century.
This nostalgic and forward-thinking approach sets the stage for John Lewis’ forthcoming Christmas campaign and reinforces its dedication to providing competitive prices and premium customer experiences.