John Lewis has begun teasing its 2024 Christmas advert with a new campaign titled 'through the decades', which is the first of a three-part series leading up to the holiday season. The initial 90-second ad showcases a century of iconic products displayed in a single store window, featuring styles from the 1920s, 1960s, and 1980s, and includes historic footage of the Oxford Street store serving as a wartime bunker during WWII. The campaign aims to reinforce the retailer's recently revived price pledge, 'Never Knowingly Undersold', which has been reintroduced to better compete with both physical and online retailers. Charlotte Lock, John Lewis customer director, emphasized the importance of the brand's heritage in shaping its current value proposition, which has seen a significant uptick in sales since the pledge's return. The ad features a soundtrack by Laura Mvula and is expected to be released in early to mid-November, continuing the narrative established in previous campaigns. This year's Christmas spot is anticipated to conclude the 'through the decades' trilogy, aiming to connect historical themes with contemporary relevance.