John Lewis Shares New Never Knowingly Undersold Campaign

John Lewis are excited to share their new brand campaign, celebrating 100 years since our ‘Never Knowingly Undersold’ promise was first introduced in 1925.

This multi-media campaign, created with Saatchi & Saatchi, features a stunning 100-second film directed by Kim Gehrig, set to a custom track covered by Mike Skinner. It’s a vibrant ode to Britain, capturing the past, present, and future John Lewis has inspired and served.

The film showcases 100 actors and 100 iconic John Lewis products, drawing from our extensive archives to highlight the cultural moments we’ve shaped. From classic moments to modern trends, “Tableau” beautifully illustrates how John Lewis remains as relevant today as ever.

John Lewis’ ‘Never Knowingly Undersold’ promise is a cornerstone of our brand, ensuring our customers always receive the value and quality they trust us for. This campaign is a true celebration of that enduring commitment. Then. Now. Always.