Marking 100 years since John Lewis’s famous ‘Never Knowingly Undersold’ promise was introduced, Saatchi & Saatchi has unveiled a new campaign, Tableau, celebrating the integral role the brand plays in modern British life. The campaign leads with a hero 100-second film which, shot at 100 frames per second, feels like a moving piece of art, and captures the 100 years of culture that John Lewis 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 captures 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 striking composition inspired by the work of Pieter Bruegel, capturing the set in its entirety, just as Bruegel captured worlds in a single canvas. The timeless celebration sets dancers from the roaring twenties alongside modern day new parents and bakers and style mavens in a raucous mash up of British life. Showing that just like its brand promise, John Lewis is as relevant to modern Britain’s today and future as it has always been.
