The new John Lewis Christmas ad marks the start of a three-part campaign showcasing the history of its flagship Oxford Street window through various decades, reflecting the company’s heritage and commitment to value.
Featuring scenes from different decades, the ad highlights key historical moments like the Second World War and the innovative products that defined each era, concluding with a return to their Never Knowingly Undersold pledge.
This campaign aims to resonate with modern consumers while honoring the brand’s history, as sales improved significantly since the pledge's reinstatement, attracting more organic web traffic.
John Lewis customer director Charlotte Lock stated that this return to their roots reflects not just a commitment to better pricing against rivals but also a way to engage today’s shoppers with relevant brand values.
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