This is all over the tube right now.
Look at it. It's brilliant.
Brilliant writing. Makes the inoffensive John Lewis seem up its own arse with just two words, then BANG - dixon's straight down the line normal kind of guy.
Brilliant design. So simple. No doubt some will mock it for being crude or unsophisticated. BUT THAT'S WHY IT WORKS.
And the tag line. The tag line! How did they get that through? It's the very best kind of play - you kick off with a negative, blink, and end up with the desired message. Reel em in, then reward. Classic.
The client deserves a medal. This kind of idea is normally the Creative's favourite, then the client goes with the third option, probably tagged 'Dixon's. The better place to go'.
Have a pint of warm ale on me.