In its latest TV ad campaign UK retailer John Lewis uses an innovative split screen technique and the vocals of Paloma Faith to reinforce its commitment to Never Knowingly Undersold which has been in place since 1925.
Launching on Friday 14 September on the retailer's social media channels and on television the following evening, the TV ad is a fresh take on the retailer's previous two Never Knowingly Undersold campaigns.
The £7m campaign uses the split screen to tell the story of two young people and the ups and downs of their evolving relationships, one taking place in the 1920s and the other in the present day.
Throughout the ad the interesting technique allows the audience to see the changes in technology, architecture, clothing and communication over the years. The advert ends with the line 'What's important doesn't change' referring to the fact that Never Knowingly Undersold, the retailer's commitment to offering customers the best quality products at great value with excellent customer service, has been in place throughout this time.
With its recent ad campaigns well known for the music used, the retailer has worked with British artist Paloma Faith, to create a powerful, modern version of the INXS track, Never Tear Us Apart.
The campaign was created by advertising agency adam&eveDDB and directed by Ringan Ledwidge who also directed the retailer's previous Never Knowingly Undersold TV ad last Autumn.
John Lewis Marketing Director Craig Inglis said: "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 seven week campaign consists of one 90-second, 60-second and 30-second national TV ad, as well as national press, radio and online. It will launch on Friday 14 September on www.johnlewis.com & social media and air Saturday 15 September, during The X Factor on ITV1.