Retailer John Lewis, using a store window as a lens on the past and the future, has released a campaign with strong hints to the UK chain’s highly anticipated Christmas commercial.
The campaign, which draws on the heritage of a 100-year old brand promise, Never Knowingly Undersold, includes a 90-second film, directed by King She, from Saatchi & Saatchi.
The soundtrack featuring award-winning music artist Laura Mvula is a contemporary version of Paul Simon’s I Know What I Know.
The video watches a single window change over a century as it is dressed and redressed, every different display representing a different era with products of the time.
“Bringing back the Never Knowingly Undersold promise and launching the Live Knowingly platform has allowed us to delve into the rich archives of John Lewis, uncovering the deep connection this brand has shared with the nation for over a century,” said Franki Goodwin, chief creative officer at Saatchi & Saatchi.
“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 store looked to its heritage to inform a refreshed value promise.
“We are backing it with the biggest marketing campaign in our history,” she 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.
“Our launch ad travels back to 1925 when we first introduced Never Knowingly Undersold, through the perspective of our Oxford Street shop window. The enduring value and values John Lewis represents are as important today as they were a century ago. ”
The film is the first of an advertising campaign in three chapters for the Golden Quarter, culminating in the debut of the 2024 Christmas ad, seen as the traditional start to festive season commercials.
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