John Lewis' much loved 'Never Knowingly Undersold' campaign was launched to much acclaim in 2010 and was followed by a series of ads that aimed to tug at the nation's heart strings.
'Always a woman' was the first TV ad in the series and followed a young child through to adulthood emphasising the quality of service offered by the brand.
The campaign was produced by Adam & Eve and cast nine actresses to play the lead role throughout the course of the ad. Running for six weeks, it proceeded several other ads with similar emotional themes.
To see more films in this series,
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