To mark 100 years since John Lewis launched its ‘Never Knowingly Undersold’ brand promise, a new campaign from Saatchi & Saatchi celebrates the retailer's illustrious history. 

The campaign titled ‘Tableau’ underlines John Lewis' position in modern British life, capturing the spirit of 100 years of the retailer. 

At the heart of the campaign, a hero 100-second film has been shot at 100 frames per second. Featuring 100 actors and 100 iconic products, the film draws directly from John Lewis magazine's historic issues to spotlight 100 unique beauty and style moments.

The film acts as a moving artwork that spans a century of fashion, retail, pop culture and human history. It flows as one non-chronological sequence that features iconography of different, distinct moments in time throughout the 100 years. 

Directed by Kim Gehrig, the spot is set to an original cover of The Beat Goes On by Mike Skinner that captures the spirit of Britain. Originally by Sonny and Cher, the song’s lyrics explore the passing of time, while also pointing to the future. 

The film ends with a striking composition inspired by the work of Pieter Bruegel, the scene captures the set in its entirety as Bruegel would in a single canvas. 

The rich tapestry of stages, settings and scenes were all built from John Lewis products from both the archive, continuity and new season. The spot celebrates the products, people and cultural moments that John Lewis has helped shape across the century. From the rise of men’s grooming in its 1989 ‘New Man’ issue to the early-2000s revival of the nostalgic lava lamp. Every modern product featured, such as the new Dyson Air Wrap and Dyson headphones, can be found at John Lewis.

“As a part of the fabric of our culture, we wanted to weave something wild and wonderful together that celebrated every first pram, wedding list, party dress, tea cup, side table, toy and toaster that’s made the last 100 years so very ‘us’. A hugely ambitious integrated production and true collaboration with our brave and brilliant client partners,” explained Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi.

The work also features easter eggs with nods to past creative campaigns. Alongside honouring the past, the film looks to the future to showcase the brand’s enduring role in shaping the way Britain celebrates everyday life.

“It’s been 100 years since our brand promise, Never Knowingly Undersold on quality service and price, was introduced- a distinctive promise to our customers that is woven into our heritage. This campaign is a celebration of that enduring commitment,” added Rosie Hanley, Brand Director, John Lewis Partnership.

The film will also run as 60-second, 30-second and 10-second edits with a 60-second ad running in key programming across ITV, Channel 4 and Sky.

Across TikTok and Instagram, a social media campaign will spotlight the evolution of products with a timeless appeal and celebrate the small but defining moments of everyday British life. The central themes of Style, Beauty, Tech, and Home are tied together by John Lewis’ enduring message of ‘now then and always,’.

Celebrating John Lewis’ enduring position in culture, the campaign is a celebration of modern Britain.