Watch! John Lewis drops early hint of Christmas advert with new film
Christmas might be 97 days away, but John Lewis is already dropping hints about its 2024 advert.
The British retailer has just released a 90-second film, The Window, as part of a three-part campaign.
Displaying a different era with iconic products of the time, the video shows a John Lewis shop window change over a century. Created by Saatchi & Saatchi, it features the fashions of the roaring 1920s, the swinging 60s, and the 80s lycra fitness craze.
Meanwhile, another clip shows John Lewis being used as a temporary war bunker during World War II — exactly 84 years ago.
Drawing on the heritage of their 100-year-old brand promise, Never Knowingly Undersold, the film is the first of an advertising campaign in three chapters for the 'Golden Quarter' — ending with the famous John Lewis Christmas advert.
"We've looked to our heritage to inform our refreshed value promise to customers, making it relevant for today by matching not only high street retailers but also online competitors - and we are backing it with the biggest marketing campaign in our history," says Charlotte Lock, John Lewis Customer Director.
"We have drawn on our archives and are literally depicting a window on Britain, showing the changing trends and events over the past century.
"Our launch ad travels back to 1925 when we first introduced Never Knowingly Undersold, through the perspective of our Oxford Street shop window. The enduring value and values John Lewis represents are as important today as they were a century ago."
Never Knowingly Undersold was reimagined by John Lewis earlier this month and is a new pledge to price match 25 key competitors both on the high street and online.
Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, adds: "Bringing back the Never Knowingly Undersold promise and launching the Live Knowingly platform has allowed us to delve into the rich archives of John Lewis, uncovering the deep connection this brand has shared with the nation for over a century. This isn't just a shop - it's been everything from a date night destination to a bomb shelter."
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