John Lewis has revealed its Christmas campaign for this year will comprise of a three-part series, kicking off with the re-launch of its “Never Knowingly Undersold” platform on 9 September.
Designed by advertising firm Saatchi & Saatchi, the campaign will feature three ads, a takeover of the London Underground, and an investment into out-of-home adverts, Campaign Live reported.
While the first chapter will focus on the “Live Knowingly” campaign, parts two and three will be based around the department store retailer being the nation’s “gifting destination”.
The first film, which is due to premiere on 19 September, will include actor Samantha Morton’s voice as well as a cover of Paul Simon’s ‘I Know What I Know’ by singer Laura Mvula.
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The other two chapters, shot by different directors, are also set to feature Morton’s voiceover.
The retailer unveiled it was bringing back its ‘Never Knowingly Undersold’ price promise yesterday (5 September), two years after it was scrapped.
Starting from 9 September, the department store will price match its products in store and online to those across 25 major retailers, including M&S, Next, Boots and AO.com.
John Lewis normally keeps its Christmas adverts unknown until their launch, with last year’s advert based around a mischievious Venus flytrap.
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