The iconic John Lewis Christmas advert is back for 2024, with the retailer focusing on the heartwarming story of two siblings. The ad, entitled The Gifting Hour, takes viewers on a magical journey that follows one sister’s quest for the perfect Christmas gift.
The advert itself has a subtle poignancy, as it offers a pretty realistic depiction of sisterly dynamics. This is also the first time the actual John Lewis store has ever been featured on camera, as the strapline reads: “The secret to finding the perfect gift? Knowing where to look”.
However, arguably the most exciting aspect of this year’s ad is the incredible opportunity it is offering up to one talented individual or group.
The Gifting Hour is set to Richard Ashcroft’s legendary 90s ballad, Sonnet, with his original vocals – which is unusual considering John Lewis is renowned for its Christmas adverts featuring cover songs.
Yet this won’t be the case on Christmas Day, as an unknown artist’s voice will be featured instead.
John Lewis is kicking off a nationwide search on TikTok to find a budding musician or group who can cover the iconic track.
A selection of singers will then be shortlisted, with Ashcroft choosing the winning act, and they will secure a once-in-a-lifetime opportunity to become the next John Lewis cover star.
As well as seeing their own cover air on Christmas Day – with the track professionally recorded by a top producer and officially released by BMG – the winner will also win a £3,000 John Lewis shopping spree and tickets to a Richard Ashcroft headline show in 2025.
The two-minute TV ad, created by Saatchi & Saatchi, celebrates the search for the perfect gift through the wisdom of its customers and the large variety of high-quality items available in its stores.
The description of the advert explains how the heroine Sally 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”.
It 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 for John Lewis, spoke to Reach about the joys of exploring that sister relationship on a “deeper level”, explaining they decided to refrain from making the ad “too saccharin”.
Asked about what was in the box at the end, she revealed this had been deliberately left up to interpretation as “the right gift for one person is totally different from the right gift for another person”.
She also 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.”
Meanwhile, Chief Creative Officer at Saatchi & Saatchi Franki Goodwin explained to Reach that the new competition was a kind of “gift” from John Lewis to its customers this year.
She also reflected: “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.”
This advert marks the third chapter of John Lewis’s Golden Quarter campaign, having announced the return of Never Knowingly Undersold in September and launching their Christmas Gifting Showcase earlier this month.
The campaign is supported by out-of-home advertising, which showcases some of the most popular gifting products with a knowing wink as to why it is right for each individual customer, encouraging shoppers to use their wisdom when buying presents for loved ones.
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.
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.