John Lewis advert for its 100th anniversary: “Tableau”
The advertising campaign was handled by Saatchi & Saatchi.
The John Lewis advert celebrates 100 years of the department store with a tribute to British culture.
When we talk about advertising campaigns, without a doubt John Lewis has been one of the pioneering brands that set the pace. All of its adverts have always been widely accepted throughout its 100-year history.
Now, to celebrate its centenary, the brand pays tribute to British culture through products, scenes, and aesthetics that have defined the lives of the British throughout this time. And it does so with a 100-second ad shot at 100 frames per second.
John Lewis – Tableau
“Tableau” is the title of the John Lewis advert to commemorate its 100th anniversary. It was created by the agency Saatchi & Saatchi and directed by Kim Gehrig. The piece is a tribute to the number 100, and this number defines the entire advertising campaign: it features 100 actors and 100 iconic John Lewis products. And to summarize the brand’s 100 years, the ad lasts 100 seconds and is shot at 100 frames per second.
The John Lewis advert looks back on 100 years of British culture, told through products, scenes, and aesthetics that have defined everyday life from 1925 to the present. All to the beat of the original version of the classic “The Beat Goes On”, performed by Mike Skinner. The steady rhythm of the song works as a metaphor for the passage of time, threading together scenes from the 1920s to today.
According to Rosie Hanley, Brand Director of John Lewis Partnership: “This campaign is a celebration of our commitment to service, quality, and fair pricing. The artistry and boldness of this production reflect the role we continue to play in British daily life, from festivals to breakfast at home.”
Meanwhile, Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, said: “We wanted to weave something wild and wonderful, paying tribute to every pram, wedding list, party dress, teacup, side table, toy, or toaster that has made these 100 years so uniquely ours.”
Watch | YouTube
