The latest Christmas 2024 advert from John Lewis highlights the emotional search for the perfect gift.
- The ad, titled ‘The Gifting Hour’, features a sister’s last-minute quest for a heartfelt present.
- Set to Richard Ashcroft’s ‘Sonnet’, it intertwines nostalgia with the urgency of Christmas shopping.
- This advert is part of the ‘Golden Quarter’ campaign focusing on John Lewis as a gifting hub.
- A unique talent search on TikTok offers musicians a chance to feature their own versions of ‘Sonnet’.
John Lewis has unveiled its long-awaited Christmas 2024 advert, presenting a touching narrative centred around a sister’s quest to find the ideal gift. This year’s advert, known as ‘The Gifting Hour’, follows Sally as she rushes into John Lewis’ Oxford Street store to procure a last-minute Christmas present for her sister. The storyline, accompanied by Richard Ashcroft’s ‘Sonnet’, combines sentimental memories with the familiar hustle of festive shopping.
In a whimsical twist, Sally finds herself transported through a rack of dresses into a dreamlike world, emerging in her childhood home’s attic. This fantastical journey through her past unfolds as Sally searches for a gift that embodies her heartfelt sentiments. Ultimately, she returns to the store, present in hand, rejoining her sister who waits outside. Notably, her sister’s reflection in the window appears as the child Sally remembers, adding a poignant touch to the narrative.
This instalment marks the third in John Lewis’ ‘Golden Quarter’ campaign, reinforcing its position as a destination for thoughtful gift-giving. Earlier, the retailer had revived its ‘Never Knowingly Undersold’ price commitment in September to enhance consumer confidence. Charlotte Lock, John Lewis’ customer director, expressed the essence of this advert, stating, “The secret to finding the perfect gift is knowing where to look. Our ad heroes the thoughtful gift-giver and celebrates ‘the gifting hour’, the moment when you go a little deeper in your heart and in our stores to find something really special and meaningful for the ones you love.”
Franki Goodwin, chief creative officer at Saatchi & Saatchi, noted the universal experience of last-minute gift shopping, emphasising the relatability and emotional depth of the ad’s protagonist. Goodwin stated, “We’ve all been there – time’s running out, and you’re still looking for the perfect gift for someone in your life who’s impossible to shop for. That’s why I believe viewers will truly connect with our heroine – as she dives into a rack of dresses, exploring her memories in search of that special gift.”
Adding to the excitement, John Lewis is launching a nationwide talent search on TikTok, inviting aspiring musicians to create their renditions of ‘Sonnet’ using the #MySonnet hashtag. A panel, including Ashcroft, will select a winner whose version will be featured in a special airing of the advert on Christmas Day. This initiative not only supports emerging talent but also offers proceeds from the winning entry to the John Lewis Partnership’s Building Happier Futures programme, aiding care-experienced individuals.
John Lewis’ Christmas 2024 advert, with its emotional depth and innovative engagement strategies, captures the magic of thoughtful gift-giving.
