John Lewis unveils its much-anticipated Christmas 2024 advert, highlighting the theme of sisterhood and 1990s Britpop.
- The advert is set to debut today on social media, followed by its television premiere on popular channels.
- A young woman’s nostalgic journey to find a gift for her sister forms the core of the two-minute advert.
- John Lewis is also launching a TikTok contest, inviting musicians to create their version of the song featured in the advert.
- The competition winner will receive various prizes, including a professionally recorded single, with proceeds supporting charity.
The John Lewis Partnership today unveiled its eagerly awaited Christmas advert, centred around the touching theme of sisterhood. The advert is underscored by the nostalgic tunes of 1990s Britpop, specifically featuring Richard Ashcroft’s ‘Sonnet’ from his 2021 album, ‘Acoustic Hymns Vol 1’.
Premiering on social media later today, the advert tells the story of a young woman’s quest to find the perfect Christmas gift for her sister. Her journey through John Lewis’s flagship store on Oxford Street is depicted as a poignant trip down memory lane, exploring the dynamics of their relationship. The emotional narrative reflects the company’s strategic decision to evoke sentimental connections rather than emphasising pricing strategies.
Following its social media launch, the advert will make its television debut during the popular programme Coronation Street on ITV. Additionally, it will be aired during advertising breaks on Channel 4’s Gogglebox and The Last Leg, ensuring widespread viewership.
In tandem with the ad release, John Lewis is leveraging the social media platform TikTok to host a music-focused contest. Aspiring musicians are encouraged to reinterpret Ashcroft’s ‘Sonnet’, using the hashtag #MySonnet alongside a specially designed John Lewis TikTok filter. This initiative not only promotes the advert but also provides a platform for emerging talent.
The competition offers substantial rewards. The winner will professionally record their rendition with BMG, and the proceeds from the single will benefit the Building Happier Futures charity. Additional prizes include a £3,000 shopping voucher from John Lewis and tickets to a 2025 Richard Ashcroft headline show. The winning entry will be judged by Richard Ashcroft and a panel of independent experts.
John Lewis’s 2024 Christmas campaign successfully combines nostalgia and creativity, engaging audiences through both advertisement and interactive competition.
