John Lewis is marking 100 years since its “Never Knowingly Undersold” promise was introduced in a new campaign, Tableau, designed to celebrate the role the brand plays in modern British life.
Devised by Saatchi & Saatchi, the campaign conveniently skirts over the years when the price pledge was dropped, to lead with a 100-second film which, shot at 100 frames a second aims to capture the 100 years of culture that John Lewis reckons it has shaped in one riotous and non-chronological sequence.
Directed by Kim Gehrig and set to an original cover of The Beat Goes On by Mike Skinner, the film is an ode to Britain, and features a rich tapestry of stages, settings and scenes, all built from John Lewis products from both the archive, continuity and new season.
The piece ends with a composition inspired by the work of Pieter Bruegel the Elder, the Dutch and Flemish Renaissance painter and printmaker, known for his landscapes and peasant scenes.
The celebration sets dancers from the roaring 1920s alongside modern day new parents and bakers and style mavens in a mash up of British life. The idea, it seems, is to showing that, just like its brand promise, John Lewis is as relevant to modern Britain’s today and future as it has always been.
Featuring 100 actors and 100 ionic products, the film spotlights 100 unique beauty and style moments, including the rise of men’s grooming and the early-2000s revival of the nostalgic lava lamp. Every current product featured, such as the new Dyson Air Wrap and new exclusive to John Lewis Dyson headphones, can be bought in real-time online.
The spot is set to an original sync of The Beat Goes On (Sonny & Cher, 1967) by Mike Skinner, designed to bring a modern social commentary to familiar lyrics that explore the passing of time, while also pointing to the future.
The film will also run as 60-second, 30-second and 10-second edits, with the 60-second ad running in key programming across ITV, Channel 4 and Sky.
A custom social media campaign highlights the evolution of products with a timeless appeal and celebrates small but defining moments of everyday British life – from the iconic make-up of the 1990s to the must-have mug for your 2025 tea ritual.
John Lewis Partnership brand director Rosie Hanley said: “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. The incredible artistry and bold production of the film, featuring 100 products and a brilliant modern soundtrack from Mike Skinner, beautifully captures John Lewis’s role in the fabric of British life from car boot picnics to festivals and fetes. This is a fully integrated campaign which was made possible by working with our fearless partners to honour our past while setting the stage for the future of John Lewis.”
Saatchi & Saatchi chief creative officer Franki Goodwin added: “John Lewis and the Never Knowingly Undersold promise has been a beacon of aspirational British life since 1925.
“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, teacup, 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.”
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