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John Lewis launches ad to support new ‘For all Life’s Moments’ brand promise

Tom Bottomley
08 September 2022

John Lewis has launched a new advert throwing the spotlight on its new ‘For all Life’s Moments’ brand promise, following retiring its ‘Never Knowingly Undersold’ slogan last month, after 97 years.

The advert focuses on a father’s relationship with his daughter, depicting special moments in family life from the big milestones; bringing a new baby home from hospital, changing nappies, a first birthday, car journeys together and a shared trip to the high street.

The final scene shows the daughter walking confidently into school alone on her first day, all to the soundtrack of ‘La La Lu’ by Peggy Lee.

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 multi-channel campaign to support the new brand promise will be used across a range of media, including out-of-home (OOH), press and social, as well as owned channels, to show how John Lewis’s high quality and affordable products means they are there ‘for all life’s moments’.

Following reports in February 2022 that John Lewis planned to scrap its long-standing ‘Never Knowingly Undersold’ price pledge, which it first introduced in 1925, the retailer announced 22 August 2022 as the final day.


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