John Lewis and Dixons in spat over ad

LONDON - John Lewis and Dixons are embroiled in a row over Dixon's new ad campaign which ridicules John Lewis's "middle England" appeal.

  • 3tubecard.jpg


  • 1tubecard.jpg


  • 2tubecard.jpg



Poster ads in the London Underground, launched by DSGi, the owner of the, are in the style of a John Lewis ad and written in the signature John Lewis Green font.

The ads read: "Step into middle England’s best loved department store, stroll though haberdashery to the audiovisual department where an awfully well brought up man will bend over backwards to find the right TV for you."

Then the font changes into Dixon’s red and white lettering and adds: "Then go to and buy it". It ends with the tagline: " - the last place you want to go".

According to a newspaper report, Craig Inglis, head of brand communications at John Lewis said that his company found it a bit odd that a rival would make a virtue of the fact that it doesn’t have anything like a comparable service.

The Dixons website has also launched similar ads lampooning Selfridges and Harrods.

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content