John Lewis Window-Shops Through Time in 100 Year Legacy Film

John Lewis is revealing its latest marketing campaign, which draws on the rich heritage of our 100-year old brand promise, Never Knowingly Undersold. 

Never Knowingly Undersold - the John Lewis signature for quality, service and value - was reimagined earlier this month with a brand new pledge to price match 25 key competitors both on the high street and online. 

In the new film and print ads by Saatchi & Saatchi to mark its return, a John Lewis store window provides a lens on the past and the future drawing on the best of old and new. 

We see a single window change over a century as it is dressed and redressed - every different display representing a different era with iconic products of the time.

We glimpse the fashions of the roaring 1920s and recreate 1925, when a toaster was so innovative that it took centre stage in a John Lewis shop window. Scenes are also shown during the outbreak of World War II, when our Oxford Street store - the first John Lewis - provided a temporary war bunker and was hit during the blitz - exactly 84 years ago (18th Sept).

The window recreates the swinging '60s and the '80s lycra fitness craze - before landing in the present day with high-tech LED anti-aging face masks. At the end we see the century old pledge - Never Knowingly Undersold - reinstated on the shop window. 

Never Knowingly Undersold gives customers the John Lewis assurance on quality, service and price, with a promise that matches prices in store and now online with 25 retailers including Amazon (on technology), AO.com and M&S. John Lewis sales have increased significantly since its launch on 9 September and organic website visits to johnlewis.com have increased by more than 50,000 per day. 

Through the decades the ad explores the themes of Knowing and Wisdom. Live Knowingly, the new John Lewis brand platform, reflects on how important values are learned over a lifetime and John Lewis is there at every step of the way.

The soundtrack featuring award-winning music artist Laura Mvula is a contemporary version of Paul Simon’s I Know What I Know. The campaign - directed by King She -  launches with a 90-second film created by Saatchi & Saatchi that celebrates John Lewis’ constant and reassuring presence on our high streets which airs during Channel 4’s Taskmaster on 19th September.

The scenes have been drawn on John Lewis Partnership’s own archives, based in Odney, Berkshire, which give the film real authenticity. Even the outfits in the ad were created with meticulous attention to detail by designer Ed Marler. 

Bafta winning actress Samantha Morton, who provides a monologue, reflecting on what it means to live knowingly, said, “It’s an absolute honour and a pleasure to be part of such a wonderful, honest, uplifting campaign that reflects the essence of John Lewis - a brand I have been familiar with and loved since childhood.”

Charlotte Lock, John Lewis customer director, said, “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.  

“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. ”

Franki Goodwin, chief creative officer at Saatchi & Saatchi, said, “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. This isn't just a shop - it's been everything from a date night destination to a bomb shelter.”

Gavin Henderson, heritage services manager for the John Lewis Partnership, said, “The John Lewis Partnership archive has provided a treasure trove of inspiration for the latest campaign. 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 film is the first of an advertising campaign in three chapters for the ‘Golden Quarter’ - culminating in the debut of our famous Christmas ad.