John Lewis marks its 150th anniversary with a campaign that unites past and present

John Lewis is celebrating its 150th anniversary with a massive effort that involves a release of products as part of new creative collaborations, bringing back the old and beloved visuals, and the rollout of promotional elements that mix nostalgic twists with tributes to the present. “For 150 years, you’ve never stood still. Neither have we,” reads the tagline.

The 1:30 spot reviews several generations of style in Britain that could be captured within the period of the past 150 years. John Lewis was there for each generation, offering products that resonated with the epoch and people who lived in it. The dynamic ad gives a bright, joyous and positive look at the life of ordinary Brits, highlighting the fact that the brand always integrated into customer’s everyday lives, adapting to and also shaping what they liked. The “#JL150” spot is set to Gaz Coombes’s modern version of track from 1970 by The Kinks “This Time Tomorrow.”

In digital, the celebration rolls out on a bunch of social media channels as well as on the platform, where the retailer engages the audience. Among others, John Lewis brings back special edition prints from its rich archives, combining them with the contemporary products.

Pic.: A screenshot from the website

The retailer also collaborates with some of its longstanding suppliers to release a range of “unique and exclusive commemorative products” across all the departments. Plus, John Lewis is releasing A Very British Revolution: 150 Years of John Lewis Book by Jonathan Glancey that recaps “the remarkable vision of John Spedan Lewis who transformed a clutch of Victorian department stores into a revolutionary, employee-owned business.”

On its official Facebook page, John Lewis posts a series of vintage pictures, reminding us of various designer decades and directing consumers to the hub to discover more anniversary-inspired fashion.