Retailer John Lewis references Ikea – its “new Swedish neighbours” – in an execution that uses the strapline ‘Knowing you prefer quality to an allen key’.

Commuters and shoppers using London’s Oxford Circus tube station will see digital screens and ribbons carrying the message, which pokes fun at Swedish homeware store Ikea, which opened its Oxford Street store on May 1.

John Lewis’ flagship store is also on the famous shopping street, 160m from Ikea, which is famed for its flatpack furniture.

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The ad is part of a broader, nationwide campaign “on what makes John Lewis unique”, said the firm.

“The John Lewis Never Knowingly Undersold (NKU) advertising campaign is entering a new phase with a playful take to reinforce the brand’s key values of outstanding quality, exceptional service and reassuring prices,” said a John Lewis statement.

In September 2024, John Lewis launched its biggest ever marketing campaign to announce the return of the ‘Never Knowingly Undersold’ slogan.

Other nationwide adverts in the campaign will promote the retailer’s price promise with the line, ‘Knowing if it’s on offer with them. It’s on offer with us’, with other creative executions raising awareness of the retailer’s free advice services, quality products and guarantees.

The ads will appear across the UK on radio, print media, out of home and on social media channels, in the coming weeks.

Rosie Hanley, brand director at John Lewis said: “We have flatpacks of respect for our new neighbours, and we absolutely love having them join us on Oxford Street.”

“Their presence will undoubtedly help keep this iconic area thriving and boost Oxford Street as a shopping destination; something we’ve been committed to since 1864. Our campaign highlights the extra ‘dimension’ that makes our offer unique, outstanding quality products, exceptional service, and reassuring prices,” she added.