John Lewis launches second advert of ‘golden quarter’ trilogy

The second chapter of John Lewis’s “golden quarter” trilogy has been released today (1 November).

It follows chapter one which drew on the return of Never Knowingly Undersold in September and the final chapter which will launch its much-anticipated Christmas advert later this month.

The fully integrated campaign was created by advertising agency Saatchi & Saatchi and comprises the top 100 Gifts for the season and eight films that will run on TV and social media.

The campaign lands ahead of Black Friday, this year on 29 November, and reinforces the revival of John Lewis’s Never Knowingly Undersold price promise. As part of its price promise, it will be matching 25 key competitors using AI technology.

Charlotte Lock, customer director at John Lewis, said: “At John Lewis we recognise the changing dynamic in Christmas shopping. As Black Friday builds and our customers focus on finding the right gift for their loved ones, this campaign offers them inspiration. It also reminds them that they can always buy the right gift at the right price at John Lewis, not just over the Black Friday period.”

Once again, John Lewis is collaborating with BAFTA-winning actor Samantha Morton as the voice of the campaign. It also features music by Brad Kella, winner of Channel 4’s The Piano, who accompanies the campaign with a rendition of the Bob Dylan song “Make You Feel My Love”.