The British retailer, known for its ads which tug at the heartstrings, returns with its new campaign for Autumn.
John Lewis ads have almost become prime time family viewing in British homes and there are a fair few which have been made available to international audiences via the pages of Lürzer’s Archive. In its latest TV ad campaign, the British department store uses an innovative split screen technique to reinforce, what they describe as, “its commitment to Never Knowingly Undersold which has been in place since 1925”.
The spot launched on 14 September on the retailer’s social media channels and on television the following evening and it follows on from the retailer’s previous two “Never Knowingly Undersold” campaigns.
The 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 technique allows the audience to see the changes in technology, architecture, clothing and communication over the years.
The spot ends with the line: “What’s important doesn’t change” which John Lewis says say refers to Never Knowingly Undersold and “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”.
Music has been central to some of the retailer’s recent ad campaigns and they have stuck to the formula of getting a contemporary artist to cover a classic song (in previous ads they have used mellow covers of Billy Joel, Guns N’ Roses, Elton John and the Smiths) – in this case, British Artist Paloma Faith does a rendition of INXS “Never Tear Us Apart”.
The campaign was created by advertising agency Adam&EveDDB, London, and directed by Ringan Ledwidge of production company, Rattling Stick, who also directed the retailer’s previous Never Knowingly Undersold TV ad in Autumn 2011.
The seven week campaign consists of one 90-second, 60-second and 30-second national TV ad, as well as national press, radio and online.
Video: John Lewis "The Other Half" by Adam&EveDDB, London. Directed by Ringan Ledwidge.
Image: John Lewis "For gifts you can't wait to give" by Adam&EveDDB featured in Lürzer’s Archive Vol. 1/2012. The Smiths' lead singer, Morrissey – who once sang Shoplifters of the World Unite – had given his blessing to the use of a cover of Please, Please, Please Let Me Get What I Want in the Christmas ad.
UPDATE: Check out the Making Of video below...
How does this campaign compare with previous John Lewis ads? Let us know your thoughts on Facebook | Read our interview with Ringan Ledwidge | See John Lewis ads in our archive.