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Editor’s Pick. John Lewis ‘Always a Woman’ advert

Agency: Adam and Eve

Client: John Lewis

John Lewis is launching its biggest ever TV advertising campaign to drive awareness of its 'Never Knowingly Undersold' proposition.

The six week campaign, costing £6m, is the first time the retailer has dedicated a TV and press campaign to its commitment to quality, price and service.

Created by Adam & Eve, the TV ad features a female character and the way in which she interacts with the brand throughout her life, starting as a young child through to becoming a grandparent.

The campaign reinforces the idea that John Lewis has made a lifelong commitment to give great quality, fair prices and excellent service to its customers.

“The key message the campaign conveys is that John Lewis is always there for you, whether you are setting up your first home, having a baby or just love shopping with us. We are there for all the important times, big or small.” said Craig Inglis, Director of Marketing at John Lewis.

“For a long time Never Knowingly Undersold has been perceived as just a price promise, but it's more than that: it's 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.”

He added, “This is unique to John Lewis and our customers have told us time and time again how important this is to them - now seems the perfect moment to reinforce this message.”

The campaign, which consists of one 90-second, one 60-second and four 10-second TV ads, also features two John Lewis Partners (staff) - delivery drivers Brian Rees and Noel Breen - who appear in the TV ad delivering a sofa to the main female character when she moves into her first apartment.

With executions in national press supporting the TV, the campaign aims to build on previous print advertising for Never Knowingly Undersold which launched last Autumn.

The music for the ad is a track by Fyfe Dangerfield of The Guillemots - titled 'She's Always a Woman', it was originally recorded by Billy Joel.

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