Next and John Lewis will today launch major TV campaigns as they seek to further push their points of difference to customers.

Next will debut its summer fashion campaign, which for the first time has been directed by photographer Ben Watts, who has shot the company’s Directory imagery for the past 10 years. The ad is based on an American road trip.

Next retail marketing director Christine Gerrard said: “We’ve taken a different approach this time as we wanted the direction to have a fashion photographer’s eye and style. We’ve worked with Ben Watts for about 10 years on Next Directory and latterly he’s shot our print advertising campaigns. So, in order to capture that feel we naturally turned to Ben as we love his work.”

An extended version of the ad will be shown on the retailer’s website. From here customers will be able to click through to a micro site where they can buy the items featured in the ads.

John Lewis will premiere its biggest ever TV ad campaign, which will focus on its “Never Knowingly Undersold” message.

The £6m TV and press campaign will feature a character interacting with the brand throughout her life from a young child to a grandparent.

John Lewis marketing director Craig Inglis said: “The key message the campaign conveys is that John Lewis is always there for you, whether you are setting up your first home, having a baby or just love shopping with us. We are there for all the important times, big or small.”