John Lewis celebrates 100 iconic products for its centenary

UK – John Lewis is marking 100 years of its Never Knowingly Undersold promise with a new multi-media campaign created by advertising company Saatchi & Saatchi.

Drawing on the retailer’s archives, the single-shot film features 100 actors and 100 iconic products, spotlighting cultural moments shaped by John Lewis over the decades. Highlights include the rise of men’s grooming in its 1989 New Man issue and the early-2000s lava lamp revival.

The campaign echoes insights from our Heritage Brand-umentaries report, in which we highlighted how brands are turning to cinematic and long-form storytelling to showcase their history.

Alongside the campaign, John Lewis has unveiled a major fashion partnership with Topshop and Topman, set to launch in February 2026. Topshop will be stocked in 32 stores nationwide, while Topman will feature in six, with both also available online.