For 2024, John Lewis returns to its roots by pulling at our heartstrings with a sibling relationship.
What’s the one thing guaranteed to make you feel incredibly christmassy and super emotional at the same time? The John Lewis Christmas advert, of course. There’s no denying that the retailer pulls it out of the bag every year with a tear-jerking, festive showstopper that signals Christmas is officially here, and 2024 is no different. In the past, John Lewis have given us a range of memorable characters, from Snapper, a mischievous Venus fly trap who loves everything about Christmas, to Edgar, the excitable dragon who can't control his fire breathing. But for 2024, John Lewis returns to its roots by pulling at our heartstrings with a sibling relationship in an advert titled 'The Gifting Hour.'
The advert, made by Saatchi and Saatchi, begins with Sally rifling through the John Lewis store, desperate to find the perfect gift for her sister. There’s just one problem – she's left it to the last minute (we've all been there) and John Lewis is closing in fifteen minutes. That’s when she gets transported through a Narnia-esque wardrobe into her childhood attic, embarking on a quest to find the perfect gift. From here begins a journey through her childhood memories, revisiting her sister at various times throughout her life as she tries to figure out what to buy her. There are tender moments, sassy teenage encounters, family celebrations and a tear-jerking moment with her late mother. All the way through the advert, the 90s nostalgia is real (think Wallace and Gromit on the TV and a Verve track in the background). Eventually, she manages to secure the perfect gift for her sister, meeting her outside the John Lewis store to give it to her just in the nick of time. After they embrace and walk away, we see her sister reflected in the John Lewis window as the child from her memories. The advert ends with the quip ‘The secret to finding the perfect gift? Knowing where to look.’ It's sentimental without being twee; thoughtful without OTT; and just generally relatable.Whether you have sisters or not, the advert is a celebration of the relationships that make us human. Because when you strip back all the bells and whistles, that’s what Christmas is all about, isn’t it? ‘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. Our shops are the beating heart of our brand and our customers love the ritual of Christmas shopping there - so we wanted to give the store a starring role in our ad for the first time,’ says Charlotte Lock, Customer Director for John Lewis. ‘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. So whether your style is pop, indie, country or R&B - we can’t wait to hear your take on Sonnet.’ The music for the John Lewis Christmas advert 2024 is Richard Ashcroft's 1990s track Sonnet. But this year, there’s a twist. John Lewis are offering aspiring musicians (and indeed anyone who fancies themselves one) the opportunity to be the next cover star. Partnering with BMG and Richard Ashcroft, John Lewis are launching a talent search on November 15 on TikTok using the hashtag #MySonnet. The winner will record their own version of Sonnet, which will feature in a special Christmas Day airing of the ad on TV, and the track will be officially released by BMG. Time to get those vocal cords warmed up.Who does the music for the John Lewis Christmas advert 2024?
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English (US) ·