John Lewis has today taken the wraps off its new TV ad, dubbed 'The other half'.
The 60-second spot, created by Adam&Eve/DDB, has been launched on YouTube today and will make its television bow during tomorrow night's X Factor on ITV.
The split screen ad shows the coming together of a girl from 1925 and a boy from the present day and ends with the John Lewis payoff: 'Never knowingly undersold since 1925'.
As is the way with the retailer's ads, the spot features a stripped back version of a familiar old pop song. This time 'Never Tear Us Apart' by INXS is given a rework by Palmoma Faith.
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Love it, great advert John Lewis. Clever filming and great story line, love the actors. Bringing the past and present together really works and gets the message out there. Will no doubt be watching it over and over.
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Except the content and message are utterly flawed.
The Samsung tablet showcased here and promoted as ‘see in our TV advert' on the John Lewis site is the previous model, but they are still selling it at full retail of £499! Samsung themselves don't list this model anymore and the latest model is selling for nearly a £100 cheaper elsewhere as tablet prices crash.
John Lewis is mad to still carry on grasping to the ‘Never Knowingly Undersold' strap. Simply because it worked years ago does not mean it is valid today. Consumers see through the new ‘waffle' that it is ‘not just about price', but ‘service' and other difficult to value metrics, whilst bolting on restrictions like number of miles away a cheaper competitor is.
Whilst they bang on about this, online retails such as Amazon beat them on price, beat them on customer returns and on service with no restrictions.
Never Knowingly Undersold was a statement that said ‘best price here'. It no longer says that and the social media noise I have seen shows the vast majority seem to share this view.
Its time John Lewis reinvented themselves for tomorrow's customer
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