Journey of life: TV ad shows lifelong customer commitment

London – A girl grows from childhood to grandmother status in the recent John Lewis TV advert that aims to demonstrate the company’s lifelong commitment to customers.

Never Knowingly Undersold builds on previous advertising for the department store by London communications agency Adam & Eve. The campaign charts the emotional journey of a woman who uses John Lewis clothes and furniture throughout her life – from girlhood to grandma.

‘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 offer,’ says Craig Inglis, marketing director at John Lewis.

The £6m campaign is the department store’s first and biggest TV and press campaign that focuses on its commitment to price and quality. As explored in our Beyond Retail trend report, emotion is becoming a key factor in consumer product appeal.