John Lewis marks 100 years of ‘Never Knowingly Undersold’ in new campaign via Saatchis London
Marking 100 years since John Lewis introduced its famous Never Knowingly Undersold promise, Saatchi & Saatchi London has launched a major new campaign, Tableau. The hero film, directed by Australian Kim Gehrig through Somesuch, captures a riotous and moving portrait of British life across the past century.
Set to an original cover of ‘The Beat Goes On’ by Mike Skinner, Gehrig’s film unfolds as a living artwork. It juxtaposes dancers from the roaring twenties with today’s new parents, bakers, festival-goers and style mavens, all framed within a kaleidoscope of John Lewis products from archive treasures to new-season collections.
Says Rosie Hanley, Brand Director, John Lewis Partnership: “It’s been 100 years since our brand promise, Never Knowingly Undersold on quality service and price, was introduced- a distinctive promise to our customers that is woven into our heritage. This campaign is a celebration of that enduring commitment. The incredible artistry and bold production of the film, featuring 100 products and a brilliant modern soundtrack from Mike Skinner, beautifully captures John Lewis’s role in the fabric of British life from car boot picnics to festivals and fetes. This is a fully integrated campaign which was made possible by working with our fearless partners to honour our past while setting the stage for the future of John Lewis”
Says Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi: “John Lewis and the Never Knowingly Undersold promise has been a beacon of aspirational British life since 1925. As a part of the fabric of our culture we wanted to weave something wild and wonderful together that celebrated every first pram, wedding list, party dress, tea cup, side table, toy and toaster that’s made the last 100 years so very ‘us’. A hugely ambitious integrated production and true collaboration with our brave and brilliant client partners.”
CLIENT: John Lewis
MANAGING DIRECTOR: Peter Ruis
MARKETING DIRECTOR: Rosie Hanley
BRAND MARKETING LEAD: Amy Tippen-Smith
SENIOR MARKETING CAMPAIGN MANAGER: Emma Rule
BRAND MARKETING MANAGER: Nicole Gibson-Linnett
ADVERTISING AGENCY: Saatchi & Saatchi
CCO: Franki Goodwin
CPO: Jessica Ringshall
EXECUTIVE CREATIVE DIRECTOR: Will John
GROUP CREATIVE DIRECTOR (SOCIAL): Caroline Paris
CREATIVE DIRECTOR: Brodie King
SENIOR CREATIVE: George Coyle
SENIOR CREATIVE: Sam Simmonds
SENIOR CREATIVE : Sam Oliver
HEAD OF PLANNING: Emily Lewis-Keane
PLANNING DIRECTOR: Polly Whitton
PLANNER: Elena Georgiou
GROUP MANAGING PARTNER: Alice Kassapian
BUSINESS LEAD: Isaac Hickinbottom
ACCOUNT MANAGER: James Hall
EXECUTIVE PRODUCTION DIRECTOR: Sam Robinson
SENIOR INTEGRATED PRODUCER: Lizzie Mabbott
INTEGRATED PRODUCER (SOCIAL): Izzy Woods
SENIOR INTEGRATED PRODUCER (OOH): Zaneta Stapien
PRODUCTION ASSISTANT: Rita Aboderin
HEAD OF BUSINESS AFFAIRS: Charlotte Fisher
BUSINESS AFFAIRS MANAGER: Liz Staley & Dan McPhilimey
MEDIA AGENCY: OMD Manning Gottlieb
EXECUTIVE DIRECTOR: Geraldine Ridgway
CLIENT BUSINESS DIRECTOR: Duncan Timlin
CLIENT ACCOUNT DIRECTOR: Taylor Cao
EXECUTIVE DIRECTOR, HEAD OF PLANNING: Flora Williams
PLANNING BUSINESS DIRECTOR: Alyssa Heritier
HEAD OF DIGITAL: Danielle Matthee
DIGITAL BUSINESS DIRECTOR: Toby Hawkins
AV DIRECTOR: Andrew Matsoukis
SOCIAL BUSINESS DIRECTOR: Elizabeth Papadimitri
PROGRAMMATIC MANAGER: Lakshay Bhatia
OOH MANAGER (TALON): Matt Hill
PRODUCTION COMPANY: Somesuch
DIRECTOR: Kim Gehrig
MD/ EXECUTIVE PRODUCER: Tash Tan
PRODUCER: Jacob Swan Hyam
PRODUCTION MANAGER: Fatima Zaman
DOP: Philippe Le Sourd
PRODUCTION DESIGNER: Mark Connell
COSTUME DESIGNER: Ameena Kara Callender
CASTING: Road Casting
POST-PRODUCTION COMPANY: Selected Works
VFX Creative Director & Shoot Supervisor – Francois Roisin
VFX Supervisor – Pete Hodsman
VFX Shoot Supervisor – Amber Frisenda
EP – Alex Fitzgerald
Senior VFX Producer – Will Howland & Lou Cherry
PA – Noa Vuagniaux & Matthew Steven
2D
Compositor – Pete Hodsman
Compositor – Rich Roberts
Compositor – Wes
Compositor – Greg Spencer
Compositor – Maheshwaran Chandrasekaran
Compositor – Olivia Wang
Compositor – Sam Hencher
Compositor – Gianluca Di Marco
Compositor – Jan Glockner
3D
3D Artist – Luke Frampton
3D Artist – Sarah Hiley
3D Artist – Matthias Tatge
3D Artist – Mickey O’Donoghue
DMP
Lead DMP Artist – Amber Frisenda
DMP- Jordan Haynes
ONLINE
Online Artist – Owen Maiden
Online Artist – Emma King
DATA
Data Op: Man Lok Li
Data Op: Henry White
POST-PRODUCTION COMPANY: Trafik
COLOURIST : Ricky Gausis
COLOUR PRODUCER: Hugh Copeland
EDITING COMPANY: Trim
Editors: Tom Lindsay & Jacques Simon
Assistant: Lucy Brown
EP: Noreen Khan
Producer: Tatyana Alexandra
SOUND HOUSE: 750MPH
SOUND DESIGN: Sam Ashwell, Jake Ashwell
SOUND MIX : Sam Ashwell
HEAD OF PRODUCTION: Olivia Ray
MUSIC : Wake The Town
MUSIC SUPERVISOR: Dom Bastyra
MUSIC: Soundtree
Music Supervision : Jay James, Colin Mcllhagga, Oak McMahon
Music Editor : Luke Fabia
Soundtree CCO : Peter Raeburn
Soundtree Senior Producer : Neil Athale
Soundtree MD : Jay James
SOCIAL
PRODUCTION COMPANY: Somesuch
Directors: Lydia Garnett & Stephan Moni
Executive Producer: Jess Bell
Producer: Elliot Zelmanovits
DOP: Jake Hunter
EDIT HOUSE:
Editor: Deri Watt
POST PRODUCTION COMPANY: Harbor
SOUND DESIGN: Rachel Scott
PRODUCER: Ornela Peka
COLOURIST: Mara Ciorba
PRODUCER: Abi Klimaszewska
OOH
POST PRODUCTION COMPANY: Prodigious