JOHN Lewis has kicked off its Christmas advert campaign in style with a clip celebrating the return of its famous price match promise. In the new film by Saatchi and Saatchi, the retailer's Never Knowingly Undersold pledge takes centre stage. It comes as part one in a trilogy of adverts culminating in the chain's ever-anticipated Christmas ad.
The first video, which will air for the first time tonight on Channel 4 , shows a single John Lewis shop window through the decades, from the roaring 1920s through to the modern day. Scenes are also shown during the outbreak of the Second World War, the swinging 60s and with shoppers clad in Lycra during the 1980s. The end of the 90-second clip then features the Never Knowingly Undersold pledge, which was first launched in 1925.
Read more on John Lewis The clip, the first festive-themed ad released by a retailer this year, features a soundtrack from award-winning music artist Laura Mvula singing a contemporary version of Paul Simon's "I Know What I Know". The song will no doubt leave shoppers feeling inspired, as John Lewis' Christmas advert soundtracks are often met with public fanfare. The video also draws on archive footage taken from the John Lewis Partnership's (JLP) Heritage Centre in Maidenhead, Berkshire.
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 c.