1 week ago
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The two-minute advert will premiere later today on the John Lewis Partnership's social media channels, followed by its TV debut on Friday evening (15 November) during an advertising break for ITV's Coronation Street, followed by Channel 4's Gogglebox and The Last Leg.
The advert, created by advertising agency Saatchi & Saatchi, features a young woman running into John Lewis's Oxford Street flagship in a last-minute effort to find the perfect gift for her sister. In between the clothing rails, she finds herself immersed in a trip down memory lane of their turbulent relationship, set to the soundtrack of former Verve frontman Richard Ashcroft's song Sonnet from his album titled Acoustic Hymns Vol 1, released by RPA/BMG in 2021.
The advert is the third and final instalment of the partnership's "golden quarter" marketing trilogy, which brought the return of the high street retailer's "Never knowingly undersold" price promise. As opposed to the first two parts, however, the Christmas advert does not feature the price pledge slogan. John Lewis customer director Charlotte Lock said this was a conscious decision to appeal to consumers' emotions, as opposed to cost-saving instincts.
To mark the release of the Christmas advert, the partnership is also launching a TikTok-based talent search for aspiring musicians, who will be offered the opportunity to record their own version of Ashcroft's Sonnet, which will be featured in a special Christmas Day airing of the advert on TV and released as an official single by BMG.
Consumers can submit their cover versions of Sonnet through TikTok with the hashtag #MySonnet, using a branded John Lewis TikTok filter.
The winner will chosen by Richard Ashcroft and a panel of independent judges. After a professional recording session with a top producer, their cover single will be released by BMG, and the proceeds will be donated to the Building Happier Futures charity. The winner will also receive a £3,000 John Lewis shopping voucher, and tickets to a Richard Ashcroft headline show in 2025.
John Lewis's Lock said: “This year the John Lewis Christmas advert features an original song rather than a cover track, and we’re offering the nation the chance to put their own stamp on it and become the ultimate cover star.
“Whether your style is pop, indie, country or R&B, we can’t wait to hear your take on Sonnet.”
English (US) ·