The John Lewis Christmas advert 2024 is part of a larger competition, which will change the life of one lucky shopper.
John Lewis has unveiled its much-loved Christmas advert for 2024, and it’s a tale that is sure to warm the hearts of viewers at home. Titled The Gifting Hour, it explores the narrative of two siblings, as one sister embarks on the quest to find the perfect festive surprise.
Packed with nuanced emotion, the promo offers an insight into the complex dynamics between sisters a theme that strikes a chord for many. A landmark moment comes through this year, as for the first time, the John Lewis store graces our screens during their Christmas advertisement, accompanied by the message: “The secret to finding the perfect gift? Knowing where to look.”
What’s truly intriguing about this year’s offering, though, is the unique chance it proposes for one gifted singer or group to hit the big time.
Setting the tone for The Gifting Hour is none other than Richard Ashcrofts soul-stirring 90s anthem, Sonnet, complete with his authentic vocal tracks a departure from John Lewis’s tradition of showcasing covers in its festive adverts.
But there’s a twist – come Christmas Day, an undiscovered voice will take centre stage instead.
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Commencing a countrywide hunt on TikTok, John Lewis calls upon aspiring musicians and ensembles to give their own spin to the venerable song, reports the Daily Record.
Out of these entries, a shortlist will be drawn up, and ultimately Ashcroft himself will handpick the victor, presenting them with the extraordinary opportunity to rise as the fresh face of a John Lewis cover a dream gig for any artist.
The winner of this year’s festive competition will not only have their cover version aired on Christmas Day, professionally recorded by a top producer and officially released by BMG, but they’ll also bag a £3,000 John Lewis shopping spree and tickets to a Richard Ashcroft headline show in 2025.
Saatchi & Saatchi’s two-minute TV advert is a celebration of the quest for the perfect present, showcasing the wisdom of John Lewis customers alongside the retailer’s extensive range of high-quality offerings.
The ad’s narrative follows Sally, who has “left it a little late to find the right gift for her sister this year and races into a John Lewis store at closing time”.
The description continues: “Falling through a rack of dresses, she enters a fantastical world. We first see her stumbling out of the wardrobe in the attic of her childhood home and from here we are taken on a whimsical journey through her memories as she searches for the ultimate present, against the clock.
“Returning to the store and back to reality she has found the perfect gift, ready and wrapped. Sally then heads outside and has a special moment with her sister who will be the gift’s recipient.
“As they walk away we see her sister reflected in the John Lewis window as the child from her memories.”
Charlotte Lock, Customer Director at John Lewis, discussed with Reach the importance of delving into the sisterly bond on a “deeper level” and mentioned the decision to avoid making the advertisement “too saccharin”.
Asked about the contents of the mysterious box featured at the end of the advert, she explained that it was intentionally ambiguous because “the right gift for one person is totally different from the right gift for another person”.
She further commented: “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.
“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 RandB – we can’t wait to hear your take on Sonnet.”
Meanwhile, Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, told Reach that this year’s competition is a sort of “gift” from John Lewis to its patrons.
She mused: “We’ve all been there – time is 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. Our chosen track, Richard Ashcroft’s – ‘Sonnet’, is a memory for anyone who grew up in the 90s and the fact we’ve not chosen a cover version really leans into the nostalgia.
“We are delighted, however, to invite the nation to cover the track for Christmas day, in a wonderful twist on the magic John Lewis formula.”
This advertisement represents the third instalment of John Lewis’s Golden Quarter strategy, following the announcement of bringing back Never Knowingly Undersold in September and the unveiling of their Christmas Gifting Showcase earlier this month.
The campaign benefits from an extensive out-of-home advertising push, highlighting top gift picks with a nod towards pinpointing the perfect item for each individual recipient, nudging shoppers to apply sagacity while selecting presents for their loved ones.
Every penny raised from the winning single will go towards the John Lewis Partnership’s Building Happier Futures programme, designed to aid those with care experiences in forging positive paths ahead.
To be in with a chance to be the next cover star, from November 15 you simply need to enter via the branded effect on the John Lewis TikTok page and upload their cover of Sonnet to TikTok with the hashtag #MySonnet. Go to the John Lewis TikTok account for details on how to enter. T&Cs apply.
The Gifting Hour is available to watch now on John Lewis’ YouTube page.
