What: John Lewis has announced a three-part Christmas campaign series, starting with the relaunch of its "Never Knowingly Undersold" platform on September 9.

Why it is important: This campaign marks a significant return to John Lewis's traditional pricing promise, enhancing its competitive edge by matching prices with major retailers, and aims to solidify its position as the UK's leading gifting destination.

John Lewis's Christmas campaign, designed by Saatchi & Saatchi, will include three films and a significant advertising push, including a London Underground takeover and out-of-home adverts. The first film, premiering on September 19, features Samantha Morton's voice and a cover of Paul Simon's song by Laura Mvula. The campaign emphasizes John Lewis's role as a gifting destination and revives the "Never Knowingly Undersold" promise, allowing the department store to price match with 25 major retailers like M&S and Boots. This strategic move comes two years after the promise was initially scrapped.

John Lewis unveils three-part Christmas campaign