John Lewis celebrates this year the centenary of his historic commitment “Never Knowingly Undersold” and has launched an ambitious advertising campaign signed by his new Saatchi & Saatchi agency and directed by Kim Gehrig. Titled “Tableau”, the piece is an audiovisual tribute to 100 years of British culture, narrated through products, scenes and aesthetics that have defined the daily life of the country since 1925.
With a duration of 100 seconds and shot at 100 frames per second, the spot is a sequence plane accompanied by an original version of the classic “The Beat Goes On”, played by Mike Skinner. The constant rhythm of the song serves as a metaphor for the passage of time and connects scenes that cover from the 20s to the present.
100 actors and 100 emblematic products of John Lewis also star in the sequence
Production is designed as a moving work, inspired by Pieter Bruegel paintings, in which every corner of the frame tells a different story. The final plane reveals the complete scenery as a living painting, reflecting the collaborative and multidimensional spirit of British culture.
100 actors and 100 emblematic products of John Lewis also star in the sequence, which resorts to the brand’s archive to resurrect moments such as the boom of male makeup in their 1989 New Man number, or the return of the lava lamp in the 2000s. Current products such as the new Dyson Air Wrap also appear.
The campaign thus includes multiple “Easter eggs” for the followers of the brand, such as a mountain of old televisions that broadcast historical ads or the recreation of a nursery advisor of the 50s, reflecting the classic customer service of the company.
In addition to the main spot, the campaign includes versions of 60, 30 and 10 seconds that will be broadcast on ITV, Channel 4 and Sky, along with a digital plan focused on Instagram and Tiktok. This social strategy is articulated around four thematic axes -shoyle, Beauty, Tech and Home- that reinforce the relevance of John Lewis products from an emotional and generational approach. Under the slogan “Now, The and Always”, the brand seeks to connect everyday personal moments with a collective narrative of belonging.
Rosie Hanley, Brand director of John Lewis Partnership, highlights: “This campaign is a celebration of our commitment to service, quality and fair price. The art and audacity of this production reflects the role we continue playing in the British day -to -day life, from festivals to breakfast at home.”
For its part, Franki Goodwin, Chief Creative Officer of Saatchi & Saatchi, explains: “We wanted to weave something wild and wonderful, to pay tribute to each baby stroller, wedding list, party dress, tea cup, auxiliary table, toy or toaster that has made these 100 years so ours.”
