Saatchi & Saatchi UK reimagined John Lewis’ signature as a brand platform earlier this month. The new pledge is to price match 25 key competitors both on the high street and online.
The film is a history of John Lewis told through a single store window and the people that have looked through them. The scenes were taken from John Lewis Partnership’s own archives, based in Odney, Berkshire, to give the film real authenticity. Even the outfits in the commercial were created with meticulous attention to detail by designer, Ed Marler.
The fashions of the roaring 1920s are a highlight. So is 1925, when a toaster was so innovative that it took centre stage in a John Lewis shop window. There are scenes from the outbreak of World War II, when our Oxford Street store, the first John Lewis , provided a temporary war bunker and was hit during the blitz. The window also recreates the swinging ’60s and the ’80s lycra fitness craze. Today’s era is represented by high-tech LED anti-aging face masks.
Over the visual history, a voiceover by Bafta winning actress, Samantha Morton, explores the themes of Knowing and Wisdom. Live Knowingly, the new John Lewis brand platform, reflects on how important values are learned over a lifetime and puts John Lewis there at every step of the way.
The soundtrack is a new version of Paul Simon’s I Know What I Know, by Laura Mvula. The film was directed by King She and made its TV debut on September 19 during Channel 4’s Taskmaster.
Charlotte Lock, John Lewis customer director, stated, “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. 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.”
Franki Goodwin, chief creative officer at Saatchi & Saatchi, added, “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.”
The film is the first of an advertising campaign in three chapters that will culminate in the debut of John Lewis’ famous Christmas ad.
Credits
Client: John Lewis
Marketing Director: Rosie Hanley
Creative Director: Megan Heinl
Brand Marketing Lead: Katie England
Marketing Managers: Carolyn Timberlake & Rebecca Stevens
Strategy Manager: Tony Marsden
Creative Agency: Saatchi & Saatchi London
Chief Creative Officer: Franki Goodwin
Chief Strategy Officer: Richard Huntington
Chief Operating Officer: Sarah Jenkins
Chief Production Officer: Jessica Ringshall
Executive Creative Director: Eoin Mclaughlin
Associate Creative Director: Mia Silverman
Creatives: Olivia Weston & Emily Downing
Design Director: Rakeem Russell
Designer: Maarit Koobas
Head of Planning: Emily Lewis-Keane
Planning Directors: Polly Goodman & Shaun Murphy
Planner: Elena Georghiou
Business Lead: Rania Kouros
Account Director: Jack Steer
Account Manager: Hamish Dundas
Production Director: Sam Robinson
Agency Producer: Danielle Sandler
Integrated Producer: Joe Revens
Producer: Grace Mcdonagh
Director of Business Affairs: Charlotte Fisher
Business Affairs Managers: Dan Mcphilimey & Liz Staley
Media: OMD Manning Gottlieb
Production Company: Prodigious
Design Director: Jon Lock
Project Manager: Jemma Marriott
Designer: Kumal Shah
Retouching: Kirsten Howe, Maider Oribe & Roberto Silva Rivera
Project Manager: Stephanie Wood
Artists: Rob Bannister, Darren Rolfe, Jennifer Bourne & Katie Luong
Production Company: Somesuch
Director: King She
Executive Producer: Tash Tan
Producer: James Greenall
Production Manager: Harriet Staples
Director of Photography: Persona
Production Designer: Dan Betteridge
Costume Designer: Kate Forbes
Post Production & VFX: Time Based Arts
Colourist: Simone Grattarola
VFX Supervisor: Miguel Wratten
Executive Producer: Josh Robinson
Producer: Sian Jenkins
Post Production Assistant: Lily Barron
Editing: Tenthree
Editor: Ellie Johnson
Edit Assistant: Matt Marshall
Producer: Rachel Goodger
Sound: 750mph
Sound Engineer: Jake Ashwell
Producer: Aishah Amodu
Head of Production: Olivia Ray
Music: Wake The Town
Music Supervisors: Dom Bastyra & Sam Macnamara
Producer: Stephen Ettery
Artist: Laura Mvula
