Each year, the launch of the John Lewis Christmas advert marks the arrival of the festive season across the UK, stirring anticipation and excitement among viewers. For 2024, John Lewis unveils its latest installment of its holiday marketing tradition with the ad titled "The Gifting Hour." This year’s offering, which dropped on November 14, features the hauntingly beautiful song 'Sonnet' by Richard Ashcroft, reimagined from his time with the acclaimed band The Verve. With visuals promising to be both nostalgic and enchanting, the advert follows the story of Sally, who undertakes the frantic and emotional quest to find the perfect last-minute gift for her sister, Laura.
What sets the 2024 advert apart is not just its focus on the familial bond between the two sisters but the fantastical and surreal elements woven throughout the narrative. It opens with the protagonist bursting through the doors of the John Lewis flagship store on Oxford Street merely 15 minutes before the shop closes. A mishap sends her tumbling through racks of dresses, transporting her back to cherished moments from her childhood—joyful memories shared with her sister. This imaginative approach aims to capture the essence of Christmas past and present, intertwining the warmth of nostalgia with the urgent present-day task of gifting.
For this holiday season, the ad steers away from the previous strategy of integrating anthropomorphic characters or celebrity cameos. Instead, it emphasizes human relationships and everyday experiences, reflecting how people can relate to one another through the shared joy of giving. Charlotte Lock, customer director at John Lewis, noted, “We felt people wanted a bit of emotion and sentimentality” following challenging times; this certainly gets reflected throughout the narrative of the advert.
Public reception, as expected, has been mixed. While many laud the ad for its emotional depth and relatability, others have voiced their disappointment. Social media has been abuzz with varied opinions. One Twitter user remarked, “That’s it, Christmas is ruined. The John Lewis ad is quite comfortably the worst one yet.” Some mentioned they found it chaotic and confusing, with elements of the storytelling not hitting the mark. Nevertheless, supportive comments are equally present, with various viewers describing it as “absolutely stunning” and celebrating its heartfelt portrayal of familial love.
Interestingly, this year marks the first time John Lewis is rolling out its Christmas offerings as part of a trilogy—each ad released since September building up to this concluding festive narrative. The previous two installments centered around the overarching theme of reflection and perusing festive gifts, with the campaign emphasizing the importance of thoughtfulness when it came to shopping for gifts.
The choice of 'Sonnet' as the backdrop for the advert stands as another major highlight; the acoustic rendition connects with viewers through its haunting melody, perfectly complementing the sentimental scenes. This song, intentionally sourced from the late 90s, is seen as a nod to the period when many viewers would have grown up, reflecting moments of joy and togetherness. This year, they are also encouraging undiscovered artists to cover the song via TikTok, hoping to spotlight new talent and engage audiences creatively.
It's worth noting this year’s ad contrasts sharply with John Lewis's previous Christmas outings, known for their whimsical creatures and magical storytelling. Retail industry experts are pondering whether this shift marks the end of the 'blockbuster' Christmas ad formula. “Most of this year's festive adverts have fun at their heart,” observed retail analyst Catherine Shuttleworth, emphasizing how many brands, like Aldi and Tesco, are leaning heavily on humor to uplift spirits during this holiday season.
Yet, as John Lewis returns to its roots with emotional storylines, they face the challenge of standing out among the competition, which includes other heavyweights like Tesco with their ads focusing on broader themes of kindness during the holidays. The overall sentiment this year appears to lean toward lightheartedness and festive fun, yet the emotional pull of John Lewis remains notable.
After all the buzz, will this year’s ad have the same lasting impact as its predecessors, or will audiences find themselves craving more of the traditional warm-hearted charm? The discussions surrounding this advert encapsulate not just individual sentiment but also the ever-evolving nature of holiday advertising. Each holiday season presents fresh opportunities and challenges for brands to resonate with their audience and evoke the spirit of Christmas. With the John Lewis Christmas ad now out there, the festive season is officially ready to be embraced, whether through tear-jerking nostalgia or cheerful merriment.
