John Lewis has traditionally kept tight-lipped about its Christmas adverts, but after announcing it is bringing back its ‘Never Knowingly Undersold’ guarantee the retailer has broken its silence this year.

The retailer revealed to Campaign magazine that the series will be comprised of three films, as well as out-of-home adverts and a London Underground takeover.

Launching on 19 September, it will feature actor Samantha Norton as well as a cover of Paul Simon’s ‘I know what I know’ by Laura Mvula.

The first chapter will focus on the ‘Live Knowingly’ campaign which is built around relaunching the price promise, while parts two and three will be based on positioning the department store as the nation’s ‘gifting destination’.

around the price promise, while parts two and three will be based on the department store being the nation’s “gifting destination”.

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It comes as John Lewis announced that it is expanding its ‘Never Knowingly Undersold’ guarantee after a two-year hiatus.

It has put a multi-million pound price investment into the price promise and will use AI and machine learning to check prices at 25 online and high street retailers including M&S, Next, Boots and AO.com.

Starting next Monday (9 September), if the price is lower at any of those retailers it will be matched at John Lewis. Customers will also be able to get the difference refunded back if they find their purchase cheaper at one of those brands within seven days.

Saatchi&Saatchi took on the role as John Lewis and Waitrose’s creative agency last year.

Its first Christmas advert for the retailer was ‘Snapper: The Perfect Tree’, which told the story of Snapper, a venus flytrap who brings an unexpected twist to one family’s Christmas celebrations. It had over 37.6 million viewers.