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.