John Lewis & Partners "Never knowingly underbowled" by Adam & Eve/DDB

John Lewis & Partners was quick to celebrate England's cricket victory.

In celebration of England’s World Cup win against New Zealand at Lord's Cricket Ground, John Lewis & Partners launched "Never knowingly underbowled" posters – a play on the brand’s "never knowingly undersold" tagline. The ad was displayed in St John’s Wood and other nearby train stations for crowds leaving the match, as well as on social and in newspapers the following day. It was created by Eddie Gold.