John Lewis's window of time

Creative agency Saatchi & Saatchi have dived into John Lewis's archives to launch this nostalgic campaign marking 100 years of the British retail chain, paying homage to its century-old brand pledge, 'Never Knowingly Undersold'. 

In the vibrant and reflective spot directed by King She through Somesuch, we see a single John Lewis store window change over a century as it is dressed and redressed - every different display representing a different decade with products of the time. 

From the fashions of the roaring 1920s to the swinging 60s, to the outbreak of World War II, we are transported through Britain’s most iconic eras, paired with a contemporary version of Paul Simon’s I Know What I Know, while Bafta-winning actress Samantha Morton provides a monologue reflecting on what it means to live knowingly.