John Lewis revives ‘Never Knowingly Undersold’, but what do creatives think?
John Lewis latest, and largest campaign to date, taps into its rich history, reviving the famous ‘Never Knowingly Undersold’ strapline. Creatives, however, are divided.
Released on 19 September 2024, the Saatchi & Saatchi campaign kicks off with the first in a trilogy of ads building up to John Lewis’s much anticipated Christmas campaign. This marks the retailer’s biggest-ever marketing push, following the recent revival of the "Never Knowingly Undersold" promise in a new, updated format, two years after it was discontinued.
The 90-second film and accompanying print ads revolve around the window of John Lewis’s Oxford Street store, which is shown being dressed and redressed over a century, reflecting iconic products from each era the price pledge has been in place.
The ad draws inspiration from the retailer’s archives, from a 1925 toaster to the store's role during World War II, through the 1960s and 1980s, and into the modern day with some very ‘now’ LED anti-ageing face masks. The advert culminates with the "Never Knowingly Undersold" slogan etched onto the window.
Industry reaction
The emphasis on the return of the price pledge has certainly struck a chord, especially given the fierce competition from internet retailers.
“John Lewis, I love ya. And I’m delighted to see the ‘Never Knowingly Undersold’ ethos back,” said Gemma Moroney, co-founder and behaviour designer, SHOOK.
She was less enthused by the creative, however. “Being nice enough is kind of the problem for me with John Lewis. It’s nice enough for me to feel comforted. But it’s not different enough for me to go out of my way to shop there.
“This ad doesn’t give me the feels of my fave vintage John Lewis ads (NB: Always A Woman to Me and Tiny Dancer. I hate all the Christmas ones, except Monty). And it doesn’t go far enough in any direction for me. The words aren’t spiky enough. The COVID-era cutting in home video footage feels like a nod, not a sucker punch. There’s nothing that stands out enough for me to hit the shop.”
Ketchum's Indy Selvarajah, meanwhile, felt there were too many messages in one advert. “There is so much going on I’m not sure what the singular message is, or the takeout,” he told Creative Moment.
However, Dominic Radcliffe, Here Be Dragons' creative director, was impressed by the focus on nostalgia, and reckons it’ll be a winner with audiences. “So many touch points, so little time! Togetherness, the sense of aging, time passing, constants, changes, fads, trends and slipperiness of knowledge.
“John Lewis returns to a particular British sensibility and away from giant flesh-eating plants. Nostalgia is hot and, at a time when “the vibe” takes precedence over commerciality, this ad feels fitting.
It's also refreshingly un-Christmassy, and appropriate for a topsy-turvy world where consumers might be sick of too much sweetener.”
Christmas teaser
This ad is the first of three chapters, leading up to John Lewis’s Christmas ad and reflecting its new "Live Knowingly" brand platform, symbolising how key values are cultivated over time. Each scene is recreated from the Partnership’s archives, with period costumes designed by Ed Marler.
The refreshed price pledge has been a popular addition, matching both in-store and online prices across 25 retailers, including Amazon and AO.com. It has reportedly driven significant sales increases and boosted website traffic by over 50,000 daily visits since its reintroduction on 9 September.
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