John Lewis pushes 'Never Knowingly Undersold' with new ad campaign
£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 2010 ad campaign By Rob Why do you have to bring gays into everything. so there were no gays in the advert, so what ? This depicts the life of a normal woman. Its brilliant and real
JL By Barrie Fairbairn Come and test KNU at my place. You can peel the paint of my JL branded kitchen with your fingernail.
John Lewis Advert By Peter Yates It is crass and guaranteed to make you throw up in your handbag. It will put off more potential customers than it will encourage.
Why have some people mentioned the lack of Gay people in the advert? I'm surprised the PC brigade aren't also demanding equal coverage for disabled people, transvestites (although the staring female did look a bit dodgy), and various ethnic groups, (I did see one black guy but he was obviously Afro-Caribbean so what about the Asians?)
Madness - in a short advert you can't cover every sexual orientation, ethnic group or disability. So to concentrate on a fairly typical average looking family is acceptable and shouldn't offend anyone.
Advert By Simon John-Gibbons How to put everyone on anti-depressants in one easy swoop, and yes I agree they needed more gay couples in the advert!
John Lewis By Sandra Linden It's wonderful. It does just what an advert should - promotes the brand by reminding us that John Lewis is appropriate for you no matter what your age. The best ads leave you with a positive feeling about the brands they promote and this does that. But then I'm a big JL fan anyway.
John Lewis 2010 campaign By Valerie Lee I'm well over 60 and it didn't alienate me. My one criticism was that it was very straight couple orientated and I would have liked to see a woman growing older, growing stronger, with the option of being a. alone but not lonely, b. gay - but even so, not bad.
john lewis 2010 ad campaign By hilary mundy awful, awful, awful. All that was missing was the coffin at the end. Its too sad and will alienate all woman over 50. We dont want to be reminded we are getting old. Its an insult to all JL customers of a certain age. The ones that keep the profits rolling in.!
DIYWeek.net does not edit comments which are submitted directly by our users to express their own views. Please report abuse of our comment system here.
on 16/02/2014, Ricoh Arena, Coventry Totally DIY is the key trade show for retailers and suppliers of products in the DIY and home improvement sector, running alongside Totally Tools, a showcase for hand tools, power tools and accessories for professionals and DIYers
with the exception of cookies that help you log in, they don't tell us who you are.
You can control cookies in your browser settings. If you use our site it implies that you consent to our cookie usage. To find out more about how we use