John Lewis has released its much-awaited Christmas 2024 ad focused on a sister’s quest to find the perfect gift.
Set to the soundtrack of Richard Ashcroft’s Sonnet, ‘The Gifting Hour’ ad follows Sally dashing into John Lewis’ Oxford Street store on the hunt for a last-minute Christmas present for her sister.
Falling through a rack of dresses, she enters a fantastical world and stumbles out of the wardrobe in the attic of her childhood home.
Sally takes a whimsical journey through her memories as she searches for the perfect present for her sister, against the clock.
Returning to the store and back to reality she has found the gift, ready and wrapped and goes meet her sister waiting outside.
As they walk away we see her sister reflected in the John Lewis window as the child from her memories.
The ad is the third installment of the department store’s Golden Quarter campaign that showcases it as a gifting destination. It comes after the retailer relaunched its ‘Never Knowingly Undersold’ price promise in September.
John Lewis customer director Charlotte Lock said: “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.
“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.”
Related Story
Franki Goodwin, chief creative officer at John Lewis’ creative agency Saatchi & Saatchi, added: “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.
“The Gifting Hour is a glorious visual and emotional feast which is both grown-up and childlike at the same time.”
John Lewis launches TikTok talent contest
John Lewis, which is famous for its Christmas advert cover songs, will also launch a nationwide talent search on TikTok with Ashcroft and record label BMG.
The department store is asking for aspiring musicians to record their own versions of Sonnet using the hashtag #MySonnet and a panel that includes Ashcroft will pick a winner that will feature in a special Christmas Day airing of the advert on TV.
Lock added: “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.”
All proceeds from the winning single will support the John Lewis Partnership’s Building Happier Futures programme, which helps care-experienced people build brighter futures.
Click here to sign up to Retail Gazette‘s free daily email newsletter
