Advert: John Lewis – Tableau
Music: Mike Skinner – The Beat Goes On
To celebrate a century of the “Never Knowingly Undersold” (NKU) promise, John Lewis launched its most ambitious marketing campaign to date in late 2025. This centenary ad, titled “Tableau,” serves as both a nostalgic tribute to British history and a signal of the brand’s modernization for 2026.
In honor of the centenary, the ad is exactly 100 seconds long, features 100 iconic products, and stars 100 actors. It was shot at 100 frames per second to create a moving painting effect.
The ad moves non-chronologically through a century of British life. It seamlessly transitions between:
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1925: A toaster so innovative it was the center of an Oxford Street window display.
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1940s: A nod to the stores serving as bomb shelters during WWII.
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1980s: The “lycra” fitness craze.
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2026: A look toward the future, including the massive Topshop and Topman relaunch inside John Lewis stores
The advert is set to a contemporary cover of Sonny & Cher’s 1967 hit The Beat Goes On, performed by Mike Skinner (The Streets).
It’s available to download or preview from