Another year, another tear-jerking holiday offering from John Lewis. The retail giant has dropped its much-anticipated Christmas advert for 2024, once again aiming to tug at heartstrings and highlight the joy of giving. Titled ‘The Gifting Hour’, the advert premiering on November 14, 2024, showcases the emotional story of two sisters, with the iconic John Lewis store at the heart of the narrative.
This year marks the first time the Christmas advert features the flagship Oxford Street branch, illustrating not only the shopping experience but also the thoughtful connections families share through gift-giving. The ad opens with Sally, the central character, racing through the store just before closing time. Set to Richard Ashcroft's poignant track, "Sonnet," the two-minute commercial captures the essence of last-minute holiday shopping and the memories associated with the quest for the perfect present.
Much more than just another promotional video, the advert delves deep. After stumbling through racks of dresses, Sally finds herself transported back to her childhood home, where cherished memories of her sister flood back. This enchanting twist brings viewers along on her emotional quest as she recalls their childhood moments, teenage years, and even earlier life stages, weaving nostalgia throughout the narrative.
The storyline culminates with Sally returning to the present, gift wrapped and ready, only to emerge outside the store and share the moment with her sister. It's not just about achieving commercial success; John Lewis is also embracing the warmth of family ties and the emotional weight of giving during the festive season.
Charlotte Lock, John Lewis's customer director, expressed how the ad places the "thoughtful gift-giver" front and center, emphasizing the magic of "the gifting hour"—that sweet spot when customers dig deeply to find something meaningful for their loved ones. Lock reflects, "Our shops are the beating heart of our brand and our customers love the ritual of Christmas shopping there." By giving the store a starring role for the first time, John Lewis hopes to evoke the joy and camaraderie of holiday shopping.
Stepping slightly outside their norm, instead of relying on typical cover songs, John Lewis has chosen to feature Ashcroft’s original piece as the soundtrack. This decision strikes at the heart of nostalgia, tying listeners back to the 90s when 'Sonnet' was first released. Yet, they challenge the public to contribute their unique interpretations; launching a TikTok competition encouraging aspiring musicians to create their own versions of the track. Participants will use the hashtag #MySonnet, with entries opening on November 15, 2024.
Entrants to the competition stand to gain not only exposure but also the chance for their cover to be aired on Christmas Day during the final broadcast of the ad, alongside the opportunity to secure the single's official release through BMG—all proceeds going toward the Building Happier Futures program, which John Lewis uses to support "care-experienced" individuals.
Saatchi & Saatchi, the creative agency behind the advert, shares the sentiment of relatable holiday pressures faced by many shoppers. Franki Goodwin, chief creative officer at Saatchi, remarked, "We’ve all been there—time’s running out and you’re still looking for the perfect gift for someone who’s impossible to shop for." This shared experience adds to the emotional resonance of their story.
Even earlier teasers hinted at observing familial dynamics, closely tied to John Lewis's recently revived Never Knowingly Undersold price pledge. The decision to bring back the pledge back this year follows two years where the brand had previously removed it due to perceived irrelevance. Yet, with sales up 18% from the previous year, it seems this shift was timely for both the business and consumer base.
The anticipation surrounding the reveal of this year’s Christmas advert continues the enduring legacy of John Lewis's holiday campaigns, where each year fans eagerly await the emotional rollercoaster imbued within these narratives. Building on the engaging success of prior years, ‘The Gifting Hour’ reiterates the importance of thoughtfulness and emotional depth during the holiday season.
For millions across the UK, the John Lewis advert marks not just the beginning of Christmas shopping but also reignites cherished familial connections, setting the festive tone for what lies ahead.
