The initial dark scene with the prominent "WATCH IT ON" text and the reveal of the vibrant TV screen.

The ad opens with a dark scene, a large TV screen is visible in the center, with the words "WATCH IT ON" above it. The screen then lights up to show a football match with cheering fans. The TV model "S90F OLED" is displayed below. The scene shifts to a side profile of the sleek TV, with text about a cashback offer. Finally, the Samsung logo appears on the black screen, followed by the John Lewis logo and details about a guarantee.