Earlier this month it was announced that John Lewis was bringing back its Never Knowingly Undersold price promise updated for the modern era of shopping. Today (19th September), the retailer reveals the accompanying campaign, celebrating the 100-year heritage behind the promise.

New film and print ads created with the help of Saatchi & Saatchi celebrate the illustrious history of the John Lewis brand through the lens of the shop window. Showcasing John Lewis as a staple brand that has always been there against a backdrop of social and political change as well as historical events, the spot forefronts the quality, service and reliability.

At the heart of the campaign, an emotive film sees a single John Lewis shop window change as it is dressed and redressed over the course of the century. Different displays represent different eras featuring iconic products of the time. The film, directed by King She, celebrates John Lewis’ constant and reassuring presence on the high street.

Bafta-winning actress Samantha Morton provides a monologue for the film. As the window changes and historical events unfold she ponders on what it means to live knowingly. Audiences see scenes of the roaring 20s through the shop window. In 1925 a toaster was so innovative it took center stage. Moving scenes such as the outbreak of World War II bring to life the long heritage of the brand. Audiences are shown the Oxford Street store providing a war bunker as the street was hit in the blitz.

The window is shown in the singing 60s and laced with lycra for the 80s before being propelled into the modern day dressed with LED anti-aging masks. The spot closes with the pledge written on the window: Never Knowingly Undersold.

To ensure authenticity, the scenes draw on John Lewis Partnership’s own archives, based in Odney, Berkshire. Outfits were created by designer Ed Marler. The soundtrack is from award-winning music artist Laura Mvula who performs a contemporary version of Paul Simon’s ‘I Know What I Know.’

“The John Lewis Partnership archive has provided a treasure trove of inspiration for the latest campaign,” says Gavin Henderson, Heritage Services Manager for the John Lewis Partnership, “It’s remarkable that we’ve been able to revive the real life stories from our past to help launch our modernised brand promise, which reflects how customers shop today.” 

The campaign film and print aims to draw on the themes of knowing and wisdom that inform the price promise and the ‘Live Knowingly’ band platform.

The updated Never Knowingly Undersold promise gives customers assurance on quality, service and price, with a promise that matches prices in store and online. Since its launch on 9 September, John Lewis sales have increased significantly and organic website visits to johnlewis.com have increased by more than 50,000 per day.

“We’ve looked to our heritage to inform our refreshed value promise to customers, making it relevant for today by matching not only high street retailers but also online competitors - and we are backing it with the biggest marketing campaign in our history. We have drawn on our archives and are literally depicting a window on Britain, showing the changing trends and events over the past century,” adds Charlotte Lock, John Lewis Customer Director.

The film is the first of an advertising campaign in three chapters for the ‘Golden Quarter’, which will end in the debut of John Lewis’ highly anticipated Christmas ad.

Looking to the past to bring its price promise into the modern era, the campaign celebrates John Lewis’ heritage, underlining the values it has built over the course of 100 years.