John Lewis unveils its much-anticipated Christmas advert for 2024.
- The ad depicts a sister’s frantic search for a last-minute gift.
- Sally, the protagonist, embarks on a journey through memories.
- Set to Richard Ashcroft’s ‘Sonnet’, the ad offers a whimsical narrative.
- Part of the Golden Quarter campaign, it emphasises thoughtful gifting.
John Lewis has launched its highly awaited Christmas advert for 2024, centred around a touching narrative of a sister’s quest to find the perfect gift. The advertisement, titled ‘The Gifting Hour’, offers a blend of emotion and nostalgia that aligns perfectly with the retailer’s holiday marketing strategy.
The storyline follows Sally, who is frantically looking for a last-minute Christmas present for her sister. Her search leads her into John Lewis’ Oxford Street store, where a dive through a rack of dresses transports her into a fantastical world.
In this enchanting realm, Sally experiences a whimsical journey through her childhood memories, reconnecting with her past as she tries to find that special present. The narrative cleverly shifts between this dreamlike state and her real-world quest, keeping viewers engaged with its imaginative storytelling.
Upon concluding her imaginative journey, Sally returns to reality with the perfect gift in hand, wrapped and ready for her sister. The emotional impact is heightened when viewers see her sister reflected as a child in the store’s window, symbolising the timeless bond between them.
This advert serves as the third in John Lewis’ ongoing Golden Quarter campaign, positioning the department store as a prime destination for thoughtful and heartfelt gifts. The campaign was bolstered by the relaunch of their iconic ‘Never Knowingly Undersold’ price promise, reinforcing their commitment to value and customer satisfaction.
Charlotte Lock, John Lewis’ customer director, commented on the advert, expressing that ‘the secret to finding the perfect gift is knowing where to look,’ and emphasised ‘the gifting hour’ as a time of deeper emotional connection.
Franki Goodwin from Saatchi & Saatchi highlighted the universal appeal of the advert, noting that the relatable scenario of last-minute gift hunting resonates with many viewers. She described ‘The Gifting Hour’ as a visual feast that stirs emotions with its mix of grown-up and childlike elements.
In addition to the advert, John Lewis is launching a nationwide talent search on TikTok in collaboration with Richard Ashcroft and BMG. This initiative invites aspiring musicians to record their renditions of ‘Sonnet’, with a winner to be featured in a Christmas Day airing of the advert. This reflects a broader approach to engage with the public creatively.
Charlotte Lock further explained that this year’s advert features an original song, offering the public a chance to ‘put their own stamp on it’ across various musical styles. Proceeds from the winning single will support John Lewis Partnership’s Building Happier Futures programme, aimed at aiding care-experienced individuals.
John Lewis’ 2024 Christmas advert combines nostalgia and creativity, reinforcing its reputation as a cherished festive tradition.
