John Lewis Runs First National TV Ads

Marketing, August 21, 2003 | Go to article overview

John Lewis Runs First National TV Ads


John Lewis is to unveil its first national TV brand campaign, with a creative theme based on the four seasons that will tie in with the retailer's seasonal layout in its stores.

Each ad will coincide with the start of a season, and reflect the lifestyle changes and moods felt by people as summer turns into autumn, and so on.

The ads will link with fixture rearrangements in stores to promote products appropriate to each climatic change.

The John Lewis promise, 'Never knowingly undersold', will not feature on the ads. There is unlikely to be one single strapline for the campaign; instead, each execution will have its own endline.

'Never knowingly undersold' has not appeared in any ads since 1994, though it is still an underlying value and part of the fabric of the retailer.

It still features sporadically on items such as delivery trucks and brochures.

Created by Burkitt DDB, John Lewis' long-standing agency, the campaign will break in a few weeks' time. …

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