The campaign, "Making London Gorgeous", will run in the store's London heartland and aims to make existing customers aware of the store's refurbishment as well as attract new customers.
Breaking on 30 August, a series of 12 ads depicts everyday London life, but with the surprising inclusion of Peter Jones' products. For example, one execution shows a dingy alley lit by a range of wall lights.
Another spot shows the seats in a bleak racing stadium made more comfortable with the store's cushions.
The ads all use the line "Making London Gorgeous" and carry the store's website address.
A series of text-only ads looks to highlight certain areas of the Peter Jones offering. A Tube card featuring the line "kitten walk" flags up the store's range of children's clothes, while an ad using the line "Are your feet letting your Jimmy's down?" promotes the recently opened beauty spa.
The campaign will run in various outdoor formats including 48-sheets, bus sides and on two Underground trains running on the District Line which goes through Sloane Square. Double-page ads will also appear in fashion titles including Harpers & Queen, Tatler and ES Magazine.
The campaign was written by Phil Webb and art directed by Tony Curran.
Media planning and buying was through Tony Mattson at Burkitt DDB.