Insight: “Tableau” — How John Lewis Celebrates a Century with Strategy & Soul
John Lewis’s new campaign “Tableau” marks 100 years of their promise Never Knowingly Undersold (NKU), and it’s more than nostalgia. It’s intelligent story-telling, strategic branding, and emotional resonance all rolled into one piece. Let’s unpack what makes “Tableau” so effective — and what it teaches us.
What “Tableau” Is
Launched by John Lewis in September 2025 via Saatchi & Saatchi London.
Hero film is 100 seconds long, shot at 100 frames per second, featuring 100 actors, 100 products, and dozens of scenes across a non-chronological visual tapestry of British life.
Directed by Kim Gehrig, set to a cover of “The Beat Goes On” (originally Sonny & Cher), performed by Mike Skinner.
The visuals draw from archives (old John Lewis magazines, classic product moments) and blend them with contemporary life — fashion, technology, festivals, everyday rituals.
The film ends with a sweeping tableau inspired by Pieter Bruegel’s large compositions — a full set in view, a vast composition capturing multiple decades and scenes in one frame.
Strategic & Creative Intelligence Behind “Tableau”
A. Heritage as Asset, Not Crutch
John Lewis leans into its century-old promise NKU, a brand heritage touchstone. But instead of simply resting on legacy, “Tableau” re-activates it: reminding consumers that NKU has been part of British culture, while also showing the brand evolving. It doesn’t just say “we did this in the past” — it says “we continue to do this, and with relevance.”
B. Attention to Scale & Detail
Using the motif of “100” everywhere (seconds, frames per second, products, actors) gives coherence and gravitas. Shooting at 100 fps gives a slow motion quality that invites viewers to linger, observe the details. The Easter eggs (reviving past campaign moments, archive magazine spreads, product styles) reward repeat viewing.
C. Nostalgia + Aspiration Blend
The campaign merges nostalgic visual cues — vintage styles, objects that evoke memories — with aspirational contemporary living. This duality serves multiple audiences: older viewers who remember John Lewis across decades, and younger ones who see modern equivalents and feel the heritage but with freshness. Combining the old and new positions John Lewis as timeless.
D. Integrated Execution
It’s not just a single TV spot. The campaign has 60-, 30-, and 10-second edits; bespoke social media content for Instagram and TikTok focusing on categories like Style, Beauty, Tech, and Home; shoppable moments built in. It’s pulling through products not only as symbols but as things people can buy now. That integration ensures the campaign isn't just admired — it can convert.
E. Sound + Rhythm Matter
The choice of “The Beat Goes On” resonates with the theme of time passing, continuity, and the idea of an ongoing rhythm — all of which match the narrative of 100 years. The pace, sweep, edit, visuals all feel choreographed. It’s art and advertisement in tension — enough that people pause and watch.
Why “Tableau” Resonates Emotionally
Pride & identity: For many Britons, John Lewis is woven into childhood, tradition, and family life. The campaign asserts that continuing role with warmth.
Trust through consistency: NKU is a promise of fairness (price, quality, service). By re-asserting that promise, John Lewis is reminding people it remains reliable. In uncertain times, that reliability is emotionally powerful.
Belonging & nostalgia: There is comfort in seeing things you recognise — the everyday objects, shared cultural moments. That builds connection and goodwill.
Hope & relevance: The campaign is not stuck in the past. It shows what John Lewis is now and what it will continue to be. That forward lean gives viewers reason to believe in its future.
Risks & What Could Be Missed
It’s worth noting that with heritage campaigns come expectations. There is risk in leaning too much into nostalgia — brands may be accused of being out of touch or relying on past glory if they don’t follow up with substance (product quality, customer experience). Also, in recalling “Never Knowingly Undersold,” John Lewis had previously paused or scaled back that promise (due to difficulties in tracking competitor prices online), so viewers familiar with that history might notice the gap.
What Marketers Can Learn from “Tableau”
Leverage Heritage as Story, Not Just Backdrop
Heritage becomes powerful when used as narrative tension — something to build forward from, not just look back on.Attention to Numerics & Constraints Boosts Creativity
Setting constraints (100 products, 100 actors, etc.) forces creativity. It underpins consistency and gives a memorable structure.Multichannel Must Be Meaningful
Having shorter cuts, social versions, shoppable moments ensures people can interact, not just watch. Be memorable and accessible.Emotional Intelligence in Narrative Arc
Good campaigns understand what people feel: fear of losing tradition, desire for continuity, pleasure in memory, excitement for progress. “Tableau” uses emotional cues (everyday life, beautiful domestic moments, public life) to draw people in.Soundtracks + Visual Rhythm as More Than Aesthetic
The beat, the visuals, the tempo — these contribute to memory, recall, and emotional tone. A campaign with strong sound + visual synergy tend to carry further.
Final Word
In an age of fast content, short attention spans, and noise, campaigns like “Tableau” remind us that some work deserves breathing room. John Lewis has given its audience a minute-and-a-half to feel, think, and remember — to recognise themselves in history and also see the place they occupy in what’s coming next.
For a brand rooted in service, quality, and price, "Tableau" does more than celebrate 100 years — it reaffirms those pillars while showing that heritage doesn’t have to be nostalgic alone. It can be dynamic, present, and relevant.
Brand EQ Score
We scored “Tableau” on emotional intelligence across a few axes (things like resonance, authenticity, narrative tension, relevancy, etc.), where is scored very highly. It blends legacy, sincerity, visual craftsmanship, and strategic modernity. That’s a benchmark other heritage-brands can learn from.