The advert flies the company’s current tagline ‘Never Knowingly Undersold’  - placing emphasis on the fact that this ethos runs true for a customers entire lifetime. John Lewis try to portray the important times in life that you cannot put a price on, however are worth a lot, and relate this to the value of an honest relationship with their customers.

The advert follows the growth of a little girl through the important milestones of her life, all the way through to old age and grandchildren. The whole beauty of the advert is captured in the sheer transparency and innocence of the contexts that this girl is placed in, and the ease to which we are able to relate to these and reflect on the times in life that make us who we are.

It’s thought provoking, encourages reflection and takes the viewer on a journey of their own – to us, this advert encapsulates creativity, sensitivity and empathy. An inspiring product of modern advertising.

What do you think of this advert? We’d love to know.