John Lewis has unveiled a new campaign centred around its revived ‘Never Knowingly Undersold’ price pledge; The ‘through the decades’ ad is the first instalment in a trilo

The ad’s soundtrack, a version of Paul Simon’s I Know What I Know, is sung by Laura Mvula, while Bafta-winning actress Samantha Morton provides the voiceover. John Lewis brought back the pledge on September 9 in a major U-turn after ditching the commitment two years ago over concerns it was less relevant to shoppers.