Every year, as the holiday season approaches, certain traditions stir excitement—festive lights, carols echoing through the streets, and of course, the highly anticipated John Lewis Christmas advert. The 2024 edition, titled The Gifting Hour, is captivating audiences with its emotional tale of sisterly love, capturing the essence of thoughtful gifting and nostalgia.
Unveiled on November 14, 2024, the advert features protagonist Sally desperately racing against time to find the perfect present for her younger sister, Lauren. Set against the backdrop of John Lewis' iconic Oxford Street store—marked as the first time the retailer's flagship location has appeared on screen—Sally's adventure begins just minutes before closing time. The narrative cleverly intertwines real life with the magical, as she tumbles through the vivid memories of their childhood.
Filmed overnight and crafted by Saatchi & Saatchi, the two-minute story draws viewers deep through the loving and often chaotic moments shared between the sisters. From cozy sofa snuggles to bickering over clothes, each scene enhances the emotional pull of the narrative, transcending generations and allowing audiences to reflect on their own familial bonds.
But the real visual treat becomes apparent when Sally steps through her memories, morphing the John Lewis shop floor, her frantic search morphs dreamlike, filled with childhood wonder. It’s as if stepping back in time allows for not only great storytelling but also showcases the magic of memory—a theme central to many during this festive season.
Eventually, Sally emerges from her enchanting reverie, perfectly wrapped gift clutched tightly, her mission accomplished. Yet it's not just about the gift; it's about the emotional connection and meaning behind the presents we choose. The ad culminates with the powerful line, “The secret to finding the perfect gift? Knowing where to look.” This line encapsulates the spirit of the holidays—highlighting not just the act of giving, but the thought and care infused within it.
Adding to the appeal, the soundtrack for this year’s advert marks quite the shift from tradition. Instead of the usual covers of familiar tunes, The Gifting Hour features Richard Ashcroft's original rendition of Sonnet. A classic from his time with The Verve, the song sets the stage perfectly, enhancing the emotional atmosphere.
What’s more, John Lewis is taking this nostalgia one step forward by launching an exciting nationwide competition on TikTok. Here, aspiring artists can submit their own versions of Sonnet. The winner will have their cover featured prominently not just on the Christmas advert itself but also during its special Christmas Day airing. It’s not just about getting to share their voice on such a grand platform; it’s also about contributing to the festive spirit of the season.
Charlotte Lock, John Lewis's Customer Director, speaks to the campaign's sentimental value: "We wanted to surprise our customers with something fresh. We aim to create ads with emotional depth instead of being overly sentimental, offering sincere portrayals of relationships. This ad invites viewers to experience the joy of finding something significant, echoing the core of what the holiday season embodies."
On the creative side, Franki Goodwin from Saatchi & Saatchi expressed how relatable Sally’s dilemma is—how many of us haven't found ourselves scrambling for the perfect gift just days before the holiday? The advert’s blend of humor and heartfelt moments achieves this balance between nostalgia and modern storytelling. Goodwin highlights, “The Gifting Hour is both grown-up and childlike—evoking our inner child as we participate once again with the holiday rituals.”
The decision to spotlight the actual John Lewis store adds another layer of relevance. Charlotte highlights the concept of the shops being the “beacons of joy” for shoppers during the holiday season, hoping to draw crowds to experience this magical shopping space firsthand. Unlike the ads of past years, which focused solely on products, this year embraces the shopping experience itself as part of the festivity.
Will this year's narrative shift echo well with viewers? Data from previous years suggest the answer could be positive. John Lewis has historically enjoyed success during the holiday season, with sales witnessing significant upticks post-advert launch. This success, coupled with their new approach and the competition, provides both fresh excitement and nostalgic warmth—ensuring their place as favorite holiday storytellers of the season.
The ad, available for viewing on John Lewis’ YouTube page, is part of the broader Golden Quarter campaign initiated by the retailer, focusing on meaningful gifting and customer engagement. The campaign accompanies out-of-home advertisements, encouraging wise purchasing as shoppers navigate the season's shopping nuances.
Interestingly, the initiative is by John Lewis to give back, as all proceeds earned from the winning single will support the Building Happier Futures programme—benefiting care-experienced individuals and fostering brighter prospects for the future. Therefore, The Gifting Hour embodies not just personal connection but also social responsibility, making the effort resonate even more during this time of giving.
Overall, John Lewis’ Christmas advert for 2024 is more than just another holiday commercial—it’s a heartfelt message wrapped up with care and nostalgic memory, urging everyone to take the time to think about the significance of what they give. It showcases their commitment to forging lasting memories and reinforces the true spirit of Christmas as not solely about material gifts but the relationships we cherish and nurture.
Will The Gifting Hour tug at your heartstrings? One thing's for sure—this year’s ad rekindles the magic of Christmas, encouraging connection, compassion, and creating lasting memories with those we love.
