John Lewis is at present revealing its newest advertising marketing campaign, which pulls on the wealthy heritage of our 100-year previous model promise, By no means Knowingly Undersold.
By no means Knowingly Undersold – the John Lewis signature for high quality, service and worth – was reimagined earlier this month with a model new pledge to cost match 25 key opponents each on the excessive road and on-line.
Within the new movie and print advertisements by Saatchi & Saatchi to mark its return, a John Lewis retailer window offers a lens on the previous and the longer term drawing on the perfect of previous and new.
We see a single window change over a century as it’s dressed and redressed – each totally different show representing a unique period with iconic merchandise of the time.
We glimpse the fashions of the roaring Twenties and recreate 1925, when a toaster was so modern that it took centre stage in a John Lewis store window. Scenes are additionally proven in the course of the outbreak of World Struggle II, when our Oxford Road retailer – the primary John Lewis – supplied a short lived struggle bunker and was hit in the course of the blitz – precisely 84 years in the past (18th Sept)).
The window recreates the swinging 60s and the 80s lycra health craze – earlier than touchdown within the current day with high-tech LED anti-aging face masks. On the finish we see the century previous pledge – By no means Knowingly Undersold – reinstated on the store window.
By no means Knowingly Undersold provides prospects the John Lewis assurance on high quality, service and value, with a promise that matches costs in retailer and now on-line with 25 retailers together with Amazon (on know-how), AO.com and M&S*. John Lewis gross sales have elevated considerably since its launch on 9 September and natural web site visits to johnlewis.com have elevated by greater than 50,000 per day.
The advert
By means of the a long time the advert explores the themes of Figuring out and Knowledge. Dwell Knowingly, the brand new John Lewis model platform, displays on how necessary values are realized over a lifetime and John Lewis is there at each step of the way in which.
The soundtrack that includes award-winning music artist Laura Mvula is a up to date model of Paul Simon’s I Know What I Know. The marketing campaign – directed by King She – launches with a 90-second movie created by Saatchi & Saatchi that celebrates John Lewis’ fixed and reassuring presence on our excessive streets which airs throughout Channel 4’s Taskmaster on 19 September.
The scenes have been drawn on John Lewis Partnership’s personal archives, based mostly in Odney, Berkshire, which give the movie actual authenticity. Even the outfits within the advert had been created with meticulous consideration to element by designer Ed Marler.
Bafta successful actress Samantha Morton, who offers a monologue, reflecting on what it means to stay knowingly, stated: “It’s an absolute honour and a pleasure to be a part of such a beautiful, sincere, uplifting marketing campaign that displays the essence of John Lewis – a model I’ve been conversant in and beloved since childhood.”
Charlotte Lock, John Lewis Buyer Director, stated: “We’ve seemed to our heritage to tell our refreshed worth promise to prospects, making it related for at present by matching not solely excessive road retailers but in addition on-line opponents – and we’re backing it with the largest advertising marketing campaign in our historical past. We have now drawn on our archives and are actually depicting a window on Britain, displaying the altering developments and occasions over the previous century.
“Our launch advert travels again to 1925 after we first launched By no means Knowingly Undersold, via the angle of our Oxford Road store window. The enduring worth and values John Lewis represents are as necessary at present as they had been a century in the past. ”
Franki Goodwin, chief inventive officer at Saatchi & Saatchi, stated: “Bringing again the By no means Knowingly Undersold promise and launching the Dwell Knowingly platform has allowed us to delve into the wealthy archives of John Lewis, uncovering the deep connection this model has shared with the nation for over a century. This isn’t only a store – it’s been every part from a date evening vacation spot to a bomb shelter.”
Gavin Henderson, Heritage providers supervisor for the John Lewis Partnership, stated: “The John Lewis Partnership archive has supplied a treasure trove of inspiration for the most recent marketing campaign. It’s exceptional that we’ve been in a position to revive the true life tales from our previous to assist launch our modernised model promise, which displays how prospects store at present.”
The movie is the primary of an promoting marketing campaign in three chapters for the ‘Golden Quarter’ – culminating within the debut of our well-known Christmas advert.