John Lewis unveils latest TV campaign

John Lewis is launching a new TV ad today that, like its much lauded Christmas campaign, uses an emotional narrative to reinforce its ‘Never Knowingly Undersold’ strapline and customer commitment.

The £7m campaign, created by the Marketing Week Engage Awards agency of the year adam&eveDDB, uses a split screen technique to tell the story of a relationship, with one half of the couple based in the 1920s and the other in present day.

The ad references the changes in architechture, technology, clothing and communications over the years. It is soundtracked by British artist Paloma Faith, who covers the INXS song Never Tear Us Apart.

John Lewis marketing director Craig Inglis says: “We’ve been committed to Never Knowingly Undersold since 1925, and it has never been more relevant to our customers than it is today. This new campaign brings that commitment to life with an enduring love story treated in a fresh and innovative way.”

The TV ad launches today (14 September) and will be supported with press, radio and online activity.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here