John Lewis – Never Knowingly Undersold By Kim Gehrig

4th September 2025

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Director: Kim Gehrig

Production Company: Somesuch

Directors Info

Director @kimgehrig⁠ Production Company @somesuchandco

Credits

Director @kimgehrig⁠

Production Company @somesuchandco⁠

Managing Director/ Executive Producer @tantashtan⁠

Music by @mikeskinnerltd⁠

DOP @philippe.lesourd.asc⁠

Stylist @ameenakaracallender⁠

Choreographer @hollytblakey⁠

Production Designer Mark Connell⁠

HMUA @motherofrowie⁠

Music Supervisor @peteraeburn⁠

Post Supervisor @francois.roisin⁠

Editor @tom_lindsay, @jakattaque⁠

Colourist @rickygausis⁠

⁠Head of Production @georgina.fillmore⁠

Producer @jacobswanhyam⁠

Production Manager @fatima.h.zaman⁠

⁠Edit House @trimediting⁠

Post House @the.trafik⁠

VFX @selectedworks.tv⁠

⁠Music @soundtreemusic⁠

Sound @750MPH⁠

Sound Designer Sam Ashwell, Jake Ashwell⁠

Executive Producer/Head of Production Olivia Ray⁠

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Agency⁠

CCO @frankigoodwin⁠

CPO @jessringshall⁠

100 years. 100 products. 100fps. Somesuch’s genius director Kim Gehrig delivers an epic for John Lewis, marking 100 years of the brand’s iconic promise Never Knowingly Undersold. Set to Mike Skinner’s reworking of Sonny & Cher’s The Beat Goes On, the 100-second spot sweeps us through a century of British life – fashion, culture, beauty, tech, and home – captured at 100fps with 100 performers and 100 products. Meticulously choreographed and drawing on John Lewis’s rich archive, the film crescendos into a striking Pieter Bruegel-inspired tableau, a grand portrait of everyday Britishness reframed through Gehrig’s lens.