September 18th 2024.
It's only September, but it seems like the Christmas season is already upon us. We've been eagerly awaiting the newest holiday ad from John Lewis and it looks like we've finally gotten a sneak peek. Last year's ad, "Snapper, the Perfect Tree," was a whimsical tale featuring a talking Venus flytrap and an original song by Andrea Bocelli. Now, we have a glimpse of what's to come with a new campaign centered on John Lewis' Never Knowingly Undersold price pledge.
Even though Christmas is still 87 days away, the department store has released three first-look images teasing the highly-anticipated ad. This year's commercial, titled "Through the Decades," is the first in a three-part series for the all-important retail 'golden quarter.' The final installment will be the Christmas spot, but for now, we get to see some amazing footage of the retailer's history.
The ad takes us on a journey through time, showcasing the evolution of John Lewis' flagship store window over the past century. We see styles from the roaring 1920s, the Second World War, the swinging 60s, and the Lycra fitness craze of the 1980s. We even get a glimpse of the present day with high-tech LED anti-aging face masks. It's like taking a walk through history, all through the window of one store.
One of the most iconic moments featured in the ad is the Blitz on September 18, 84 years ago, when the Oxford Street store became a temporary war bunker. Along with the amazing visuals, the ad features a cover of Paul Simon's "I Know What I Know" by Laura Mvula and a voiceover by Bafta-winning actress Samantha Morton.
This year's ad is particularly special because it marks the return of John Lewis' Never Knowingly Undersold price pledge. The commitment, which began in 1925, was temporarily removed two years ago but has now been reinstated. Since its relaunch on September 9, the retailer has seen a significant increase in sales and website visits.
According to John Lewis' customer director Charlotte Lock, the pledge has been updated to be more relevant to today's shoppers. It now matches not only high street retailers but also online competitors. The ad's nostalgic theme ties in perfectly with the idea of looking back on the retailer's heritage while moving forward with their updated pledge.
If you have a celebrity story, video, or pictures, the entertainment team at The Agency would love to hear from you. You can reach us by email, phone, or by visiting our Submit Stuff page. At John Lewis, we are excited to share our rich history and values with our customers through our biggest marketing campaign yet. Join us as we take a trip through the decades and celebrate the holiday season with our Never Knowingly Undersold promise.
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