John Lewis at 100
When a brand like John Lewis marks a century of its most famous pledge “Never Knowingly Undersold”, expectations are high. Known for advertising that pulls on heartstrings and captures the cultural moment, John Lewis has once again delivered with Tableau, a campaign that manages to feel both nostalgic and fresh, familiar yet futuristic.
A Moving Painting of British Life
Developed by Saatchi & Saatchi and directed by Kim Gehrig, Tableau is a 100-second slow-motion love letter to British life. Shot at 100 frames per second, the film moves through decades of cultural moments, rituals, and fashions – twenties dancers swirl into modern-day gamers, parents and prams share the frame with beauty obsessives, and retro TVs broadcast echoes of past John Lewis campaigns.
Every detail is intentional. With 100 actors and 100 iconic products, the piece is as much a work of art as it is an ad. Set to Mike Skinner’s new recording of Sonny & Cher’s The Beat Goes On, the music underscores the message: while times change, the essence of John Lewis – service, quality, and trust – continues.
By weaving archival references, subtle Easter eggs, and shoppable new-season products, the film creates a dialogue between past and present. It demonstrates that John Lewis is actively building on its heritage.
Rosie Hanley, brand director, describes it as a “celebration of enduring commitment” – a reminder that the values John Lewis is known for are not static but evolving.
Part of what makes Tableau so powerful is how it stands in conversation with John Lewis’s long history of standout advertising:
The Golden Quarter Trilogy (2024): A cinematic window into a century of shopfronts, from 1925 to today, complete with wartime vignettes and neon-soaked ’80s references.
The Return of “Never Knowingly Undersold”: After a pause in 2022, the famous pledge was reinstated in 2024, expanding price-matching to a wider set of competitors and reaffirming customer trust.
The Christmas Ad Phenomenon: Since 2007, John Lewis has owned the festive ad space with cultural touchpoints like The Long Wait, Monty the Penguin, and Excitable Edgar. These annual campaigns didn’t just sell products – they became events, sparking national conversation.
By threading these past successes into its centenary work, John Lewis ensures Tableau is a chapter in an ongoing story.
At its heart, Tableau is about continuity. It takes the promise made 100 years ago and reframes it for today’s world, where online shopping, digital-first storytelling, and social media culture demand fresh approaches.
But instead of abandoning tradition, John Lewis has doubled down on what it does best: emotionally resonant storytelling. The result is a campaign that celebrates the everyday, honours history, and points confidently to the future.
The beat, as the ad reminds us, goes on.
