John Lewis ad turns clock back

IT MAY be 87 years old, but a slogan first aired in the 1920s is to take a starring role in a multi- million pound campaign for retailer John Lewis.

A £7 million advertisement featuring Paloma Faith singing the INXS track Never Tear Us Apart airs for the first time tonight and promises to give a fresh twist to the meaning of the retailer’s guarantee: “Never Knowingly Undersold.”

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The ad, which will be seen for the first time during tonight’s episode of the X Factor, features a split scene featuring a family from the 1920s alongside one from the present day and ends with the line: “What’s important doesn’t change.”

John Lewis marketing director Craig Inglis said: “We’ve been committed to ‘Never Knowingly Undersold’ since 1925, and it has never been more relevant to our customers than it is today. This new campaign brings that commitment to life with an enduring love story.”