John Lewis: Never Knowingly Underbowled by Adam&EveDDB

Client: John Lewis
Date: Jul 2019
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Within minutes of the England cricket team’s World Cup win against New Zealand at Lord's Cricket Ground, John Lewis & Partners offered its own congratulations to the new champions, changing ‘Never Knowingly Undersold’ to ‘Never Knowingly Underbowled’.

The ad was displayed in St Johns Wood via DOOH, and nearby train stations for the departing crowds to see as they left after the match. It also ran in social, and in newspapers the following day among World Cup editorial.


Client: John Lewis & Partners

Brand: John Lewis & Partners

Project/Campaign name: Never Knowingly Underbowled


Liz le Breton, Partner & Head of Brand + Content Marketing

Rose Gibbons, Partner & Social Marketing Manager

Kinali Patel, Partner & Senior Marketing Executive,

Chief Creative Officer: Richard Brim

Creative Director/s: Laura Rogers

Copywriter & Art Director: Eddie Gold

CEO: Tammy Einav

Managing Partner: Miranda Hipwell

Business Director/s: Sam Brown

Account Manager/s: Arthur McCormick

Media agency: Manning Gottlieb

Media planner/s: Lauren Ashford

Production company: King Henry

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