John Lewis is rolling out 6m advertising campaign ever to drive its never knowingly undersold proposition. The ad campaign, which the retailer claims is its biggest ever, will break on Friday (23 April) the in the ad break during Coronation Street on ITV. It has been created by Adam & Eve. John Lewis asserts Never knowingly undersold position John Lewis John Lewis is rolling out 6m advertising campaign ever to drive its never knowingly undersold proposition. The ad campaign, which the retailer claims is its biggest ever, will break on Friday (23 April) the in the ad break during Coronation Street on ITV. It has been created by Adam & Eve. It includes a series of ads that show a woman progressing through the key stages of her life from giving birth to becoming a grandmother, and how the John Lewis brand is a part at every stage. The 10, 60 and 90-second TV spots will air across terrestrial and satellite TV channels for six weeks. They will feature a re-recorded version of Billy Joel's "She's Always a Woman", sung by the Guillemots. Craig Inglis, John Lewis marketing director, says: For a long time Never Knowingly Undersold has been perceived as just a price promise, but its more than that: its about the total value we offer our customers, about the quality of the products we sell and the added value customers receive with the service our Partners offer. Now seems the perfect moment to reinforce this message. John Lewis says it intends to use the ad concept in future campaigns. The department store chain revived the 80-year-old never knowingly undersold strapline last September in a bid to clarify the positioning to customers through a press campaign.
Agency: Adam & Eve Client: John Lewis Creative Director: Ben Priest Copywriter: Ben Tollett Copywriter: Emer Stamp Copywriter: Steve Wioland Copywriter: Matt Woolner Art Director: Ben Tollett Art Director: Emer Stamp Art Director: Steve Wioland Art Director: Matt Woolner Agency Producer: Leila Bartlam Production Company: Blink Executive Producer: James Bland Producer: Matt Fone Director: Dougal Wilson Director of Photography: Dan Landin Post Production House: MPC Producer: Louisa Cartwright Flame: Dan Adams Flame: Tom Harding Flame: Byron Woodfinden Shake: Olivier Jezequel Sound Studio: Jungle Engineer: James Saunders