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John Lewis “The Window” 2025

John Lewis “The Window” (2025) is a John Lewis commercial directed by King She for Saatchi & Saatchi, produced by Somesuch. It won 2 awards, including Creative Circle 2025 Gold Colour Grading - Commercial Film Grading : SINGLE and British Arrows 2025 Craft Silver — Styling.

A diverse group of people from different eras look into John Lewis windows, reflecting on what they know and don't know, culminating in a message about living knowingly.

Video: King She on Vimeo

Shot by shot

  1. A blurry shot of white mannequin legs and arms in a store window, with reflections of people walking by outside.© John Lewis0:00
  2. A high-angle shot from inside a store window shows a mannequin in a black dress, with people walking past on the street outside.© John Lewis0:04
  3. A time-lapse shot of a John Lewis department store window display changing from day to night, with blurred people passing by.© John Lewis0:11
  4. Two men, one with curly hair and a patterned shirt, the other with an afro and glasses, laugh and smile while looking at someone off-screen in an interior setting.© John Lewis0:17
  5. A man and woman in vintage clothing walk past a shop window, which reflects the street and displays mannequins and pop art, with text on screen.© John Lewis0:23
  6. A young woman in a striped jacket and dark pants looks into a shop window, admiring the dresses on mannequins, while a red double-decker bus passes by on the street.© John Lewis0:29
  7. Four women in vintage clothing look intently at a clock display in a shop window, with a building facade in the background.© John Lewis0:41
  8. A person in a brown coat and white pants is seen from a low angle, walking past a John Lewis & Co. store at night, with snow falling.© John Lewis0:50
  9. A close-up shot of an old, ornate wooden clock with a gold face and black numbers, its hands rapidly spinning forward.© John Lewis0:55
  10. Two women, one in a plaid coat and beret, the other in a blue dress, look at lingerie displayed on a dark wall in a department store.© John Lewis1:00
  11. A person with short dark hair and a red hat looks up, surrounded by large colorful spheres hanging from the ceiling in an interior space.© John Lewis1:07
  12. A wide shot of a department store window display at night, featuring various home goods and a large bottle-shaped cooler.© John Lewis1:16

Stills © John Lewis. Made by Saatchi & Saatchi, Somesuch and King She.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

People from different eras reflect on life through John Lewis windows.

Tagline: “NEVER KNOWINGLY UNDERSOLD Est. 1925”

time travel through windowsdiverse cast across erasreflection as self-discoverymontage of human experienceproduct as constantnarrative voiceover

The cut

Length
90 s
Shots
70
Average shot
1.3 s

What creatives use John Lewis “The Window” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of John Lewis “The Window”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A blurry shot of white mannequin legs and arms in a store window, with reflections of people walking by outside.© John LewisA high-angle shot from inside a store window shows a mannequin in a black dress, with people walking past on the street outside.© John LewisA time-lapse shot of a John Lewis department store window display changing from day to night, with blurred people passing by.© John LewisTwo men, one with curly hair and a patterned shirt, the other with an afro and glasses, laugh and smile while looking at someone off-screen in an interior setting.© John Lewis
    Frames from John Lewis “The Window”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of John Lewis “The Window” in order, with its length, framing and what happens in it.

    A blurry shot of white mannequin legs and arms in a store window, with reflections of people walking by outside.© John LewisA high-angle shot from inside a store window shows a mannequin in a black dress, with people walking past on the street outside.© John LewisA time-lapse shot of a John Lewis department store window display changing from day to night, with blurred people passing by.© John LewisTwo men, one with curly hair and a patterned shirt, the other with an afro and glasses, laugh and smile while looking at someone off-screen in an interior setting.© John LewisA young woman in a striped jacket and dark pants looks into a shop window, admiring the dresses on mannequins, while a red double-decker bus passes by on the street.© John LewisFour women in vintage clothing look intently at a clock display in a shop window, with a building facade in the background.© John Lewis
    Length: 90 s · Shots: 70 · Average shot: 1.3 s

  3. 03Ad ideas: every spot built on a montage of human experience

    Before you present an idea, you need to know who has done it, and how.

    John Lewis “The Window” is built on a montage of human experience. Search the library by idea to see every spot that uses it.

    Google “Year In Search 2021”© GoogleSquarespace “Manifesto”© SquarespaceZeiss “Mona”© ZeissIneos “You Can Handle Anything”© Ineos
    Google · Squarespace · Zeiss · Ineos

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Questions

Who directed the John Lewis “The Window” commercial?

King She directed it, produced by Somesuch, for the agency Saatchi & Saatchi.

Which agency made John Lewis “The Window”?

Saatchi & Saatchi created it for John Lewis (2025).

What awards did John Lewis “The Window” win?

2 awards, including Creative Circle 2025 Gold Colour Grading - Commercial Film Grading : SINGLE and British Arrows 2025 Craft Silver — Styling.

What is the tagline of John Lewis “The Window”?

“NEVER KNOWINGLY UNDERSOLD Est. 1925”

Sources for the credits and awards

britisharrows.comcreativecircle.co.uk