John Lewis has launched a multi-media campaign to mark 100 years since its “Never Knowingly Undersold” (NKU) promise was introduced in 1925.
Dubbed “Tableau,” the ad was created by Saatchi & Saatchi and celebrates the “vibrant tapestry that makes up modern British life,” according to the retailer.
Directed by Australian director Kim Gehrig, the single-shot film is set to a new version of ‘The Beat Goes On’ covered by musician Mike Skinner.
The film aims to show how John Lewis is as relevant today as it has always been, as it takes viewers through 100 years of British life.
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The new campaign coincides with John Lewis unveiling plans to stock Topshop and Topman nationwide from 2026.
Through a national partnership from February 2026, Topshop will be available in 32 John Lewis stores while Topman will be on offer in six. The brand will also be available to shop at johnlewis.com.
The collaboration follows the retailer’s earlier return to UK high streets via Liberty, which became the brand’s first domestic stockist last month.
The announcement forms part of John Lewis’s broader £800m investment programme to enhance stores and customer experience, including revitalised retail floors, new beauty halls, expanded casual dining, and curated collections of high-profile fashion and home brands.
