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John Lewis is Never Knowingly UnderBowled with Cricket World Cup Tribute

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The reactive execution was created by adam&eveDDB’s Eddie Gold

John Lewis is Never Knowingly UnderBowled with Cricket World Cup Tribute

Within minutes of the England cricket team’s spectacular World Cup win against New Zealand at Lord's Cricket Ground on Sunday, John Lewis & Partners offered its own congratulations to the new champions, changing ‘Never Knowingly Undersold’ to ‘Never Knowingly Underbowled.’

The timely ad was displayed in St Johns Wood via DOOH, and nearby train stations for the departing crowds to see as they left after the match. It also ran in social, and in newspapers the following day amongst World Cup editorial.