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.