John Lewis: Never Knowingly Undersold

Challenge

John Lewis is continually trying to find new ways to communicate its message of being 'Never Knowingly Undersold' and the newest ad is no exception. In its latest TV ad campaign John Lewis uses an innovative split screen technique and the vocals of Paloma Faith to reinforce its commitment to Never Knowingly Undersold which has been in place since 1925.

Insight

The John Lewis 'Never Knowingly Undersold' message has underpinned the company's advertising campaigns for some time now and is an integral part of the John Lewis brand. The newest TV ad is in keeping with this theme and the aim is to emphasis the length of John Lewis' commitment to this brand message.

Solution

The campaign was created by agency adam&eveDDB and directed by Ringan Ledwidge who also directed the retailer's previous Never Knowingly Undersold TV ad last Autumn. The ad launched on September 14 via the retailer's social media channels and on television the following evening, the TV ad is a fresh take on the retailer's previous two Never Knowingly Undersold campaigns.

The $11m campaign uses the split screen to tell the story of two young people and the ups and downs of their evolving relationships, one taking place in the 1920s and the other in the present day.

Throughout the ad the interesting technique allows the audience to see the changes in technology, architecture, clothing and communication over the years. The advert ends with the line 'What's important doesn't change' referring to the fact that 'Never Knowingly Undersold', the retailer's commitment to offering customers the best quality products at great value with excellent customer service, has been in place throughout this time.

With its recent ad campaigns well known for the music used, the retailer worked with British artist Paloma Faith, to create a powerful, modern version of the INXS track, Never Tear Us Apart.

The seven-week campaign consists of one 90-second, 60-second and 30-second national TV ad, as well as executions in national press, radio and online.

Results

The latest John Lewis ad launched on September 14.