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The first phase, created by Lowe, highlights five 'key facets' of the brand, from its range of products and pricing to its business model.

The work will launch across outdoor, press and online tomorrow (12 June). Some ads will compare the 'calm' shopping experience at John Lewis with competitors' continuous 'noise' about sales and promotions.

The second stage of the drive, which breaks next month across press, radio and online, will focus on the ownership structure of the John Lewis Partnership, which is owned by its employee partners, who will also feature in the ad.

John Lewis follows high-street chains such as Asda and Halifax in putting members of staff at the centre of its marketing.