John Lewis reveals its Christmas 2024 advert, celebrating sisterhood and 1990s Britpop.
- The advert premieres on social media and TV, featuring Richard Ashcroft’s “Sonnet.”
- A TikTok talent search invites musicians to cover “Sonnet” for a Christmas airing.
- Winning cover will benefit charity, with proceeds aiding Building Happier Futures.
- John Lewis opts for emotional appeal over traditional price pledge in this campaign.
John Lewis has unveiled its much-anticipated Christmas 2024 advert, a celebration of sisterhood intertwined with the nostalgic notes of 1990s Britpop. The advert, released on 14 November 2024, will premiere first on social media channels, before making its television debut during ITV’s Coronation Street, and subsequently on Channel 4’s programming. This strategic release is set to capture a broad audience, ensuring the message reaches viewers across various platforms.
Crafted by renowned advertising agency Saatchi & Saatchi, the advert showcases a young woman’s journey rushing into the John Lewis Oxford Street store, attempting to find the ideal gift for her sister. This setting triggers memories of their turbulent relationship, set to the evocative soundtrack of Richard Ashcroft’s “Sonnet,” from his 2021 album, Acoustic Hymns Vol 1. John Lewis’s innovative use of music aids in creating a deep emotional connection with the audience, enhancing the narrative without relying on overt commercial promises.
This advert marks the concluding chapter in John Lewis’s “golden quarter” marketing trilogy, a series that previously reinstated the retailer’s price pledge slogan, “Never knowingly undersold.” However, deliberately absent in this edition is the price promise, as John Lewis prioritises emotional resonance over cost-saving messages. Charlotte Lock, John Lewis customer director, emphasised the strategic pivot towards a more emotional appeal, tapping into the sentimental anticipation surrounding Christmas.
In conjunction with the advert launch, John Lewis has introduced an engaging TikTok-based competition offering aspiring musicians an opportunity to record their rendition of Ashcroft’s “Sonnet.” This initiative is accompanied by a special John Lewis TikTok filter and the hashtag #MySonnet, encouraging widespread participation. The winning submission, selected by Richard Ashcroft and independent judges, will be professionally produced, aired on Christmas Day, and released as an official single. Notably, the proceeds from this single will contribute to the Building Happier Futures charity, underlining John Lewis’s commitment to social responsibility.
The competition winner will receive a professional recording session, a £3,000 John Lewis voucher, and tickets to a 2025 Richard Ashcroft concert. John Lewis’s customer director Lock shared her enthusiasm, stating this year’s slot features an original song, allowing participants to infuse their unique style into “Sonnet.” This fresh approach to the Christmas campaign highlights John Lewis’s shift towards inclusivity and community engagement, calling on the public to actively participate in what has traditionally been a passive viewing experience.
John Lewis’s 2024 Christmas advert successfully blends nostalgia and emotional storytelling, set to resonate with audiences.
