Sep 9, 2022
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John Lewis unveils campaign to support new brand promise

Sep 9, 2022

John Lewis’s new brand promise — For All Life’s Moments — has just replaced its historic Never Knowingly Undersold slogan and to mark the evolution it has also launched a new campaign focusing on such moments.

John Lewis

The first ad is called Stuck On You and is built around “poignant moments in family life, [throwing] the spotlight on the early years of life and a father’s relationship with his daughter”.

It’s meant to show both “the highs and lows of modern family life” as the company works to become “the world’s first moments-based retailer, pledging to be there for customers for all life’s moments. This ad is seen as chapter one of the stories and moments we plan to tell”.

Launching at a time of huge uncertainty in the UK, it could sync perfectly with the national mood.


Claire Pointon, John Lewis Customer Director, said: “To launch our brand promise, we wanted to tell a story about the way John Lewis plays an important role in those moments that really matter to our customers.  

“Our ad achieves this in a beautiful and moving way — showing how we are there for those cherished family moments as well as the big milestones for which we are renowned.”

The TV ad, which uses the soundtrack of La La Lu by Peggy Lee, is part of a wider approach that will include out-of-home, press and social, as well as owned channels “to show how our high-quality and affordable products means we are there for all life’s moments,” the retailer added.

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