£6m marketing push on price promise signals a first for the department store chain, with TV ad set to debut this Friday.
The six-week promotion is the first time John Lewis has dedicated a TV and press campaign to its Never Knowingly Undersold proposition.

John Lewis director or marketing Craig Inglis commented: "For a long time, Never Knowingly Undersold has been perceived as just a price promise, but it's more than that: it's about the total value we offer our customers, about the quality of the products we sell and the added value customers receive with the service our partners [staff] offer. This is unique to John Lewis and our customers have told us time and time again how important this is to them - now seems the perfect moment to reinforce this message."

Created by Adam & Eve, the TV ad charts the life of a female character from childhood to becoming a grandmother. The campaign comprises of six ads of varying length and even features two John Lewis members of staff as deliverymen when the character moves into her first apartment. The 90-second commercial will debut on Friday April 23 at 7.45pm on ITV1.

John Lewis posted sales of £2.9bn in 2009, while its weekly sales updates in 2010 have shown strong performances in home categories, including furniture and fitted kitchens.

View the advert here: