The 2024 Christmas advert from John Lewis has arrived, taking viewers on an emotional and enchanting journey in search of the perfect gift. Watch the FULL advert below:
The soundtrack features Sonnet, a hauntingly beautiful song by Ivor Novello Award-winning Richard Ashcroft, from his Acoustic Hymns Vol.1 album (RPA/BMG), setting the perfect tone for the heartwarming story.
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Created by Saatchi & Saatchi, this two-minute advert is the third installment of this year’s holiday trilogy, celebrating the magic of gift-giving through the wisdom of its customers and the vast array of gifts available in its stores. The ad concludes with the message: “The secret to finding the perfect gift? Knowing where to look.”
The story centers on Sally, who’s left it a little too late to find the right present for her sister. Rushing into a John Lewis store just before closing, she accidentally tumbles through a rack of dresses and into a fantastical world. From this moment, we follow Sally as she journeys through her childhood memories, searching for the perfect gift, all while racing against the clock.
Eventually, she returns to reality, having found and wrapped the perfect present. Sally then steps outside to share a tender moment with her sister, the gift’s recipient. As they walk away, the reflection of Sally’s sister in the John Lewis window transforms into the child from Sally’s cherished memories, completing the cycle of love, nostalgia, and the spirit of Christmas.
John Lewis is famous for its iconic Christmas adverts, often featuring reimagined cover songs. This year, however, the retailer is giving aspiring musicians—and anyone eager to try their hand at it—a unique chance to become the next John Lewis cover star. In collaboration with BMG and Richard Ashcroft, John Lewis is kicking off a nationwide talent search on November 15. The search will take place on TikTok, where participants can showcase their talent using a branded effect on the John Lewis page, along with the hashtag #MySonnet.
Charlotte Lock, Customer Director for John Lewis, 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.
“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.
Competition: To be in with a chance to be the next cover star, from 15th November people simply need to enter via the branded effect on the John Lewis TikTok page and upload their cover of “Sonnet” to TikTok with hashtag #MySonnet. Go to the John Lewis TikTok account for details on how to enter. T&C’s apply.
Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, said: “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. 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.”
Richard Ashcroft said: “To everyone involved in the project I raise a sherry and say salute! Sonnet plays again, time for some mince pies. Merry Christmas peace and love to all mankind.”
Last year’s John Lewis Christmas advert introduced Snapper, a small, endearing creature who begins to grow and develop a playful personality as the story unfolds. At the heart of the festive tale, Snapper is initially seen as a tiny, almost inconspicuous part of a Christmas display, but over time, it becomes more and more animated, eager to join in the excitement and joy of the holiday season.
