John Lewis’ Christmas ad features stores in moving campaign

John Lewis has finally dropped its highly anticipated 2024 Christmas ad, The Gifting Hour, aiming to capture the nation’s hearts and boost festive sales.

Featuring Sonnet, a ballad by Richard Ashcroft, the ad tells the story of Sally, a sister on a last-minute quest for the perfect present. With time ticking down and the store about to close, she’s transported on a whirlwind journey through memories of Christmas past, all leading to the ideal gift for her sister.

This year’s ad marks a first for John Lewis, giving a starring role to one of its own stores, and it’s a celebration of both festive shopping and sentimental moments. Fans of the retailer’s iconic soundtracks are in for a treat as, partnering with BMG, John Lewis is launching a TikTok challenge inviting budding musicians to cover Ashcroft’s Sonnet. The winner will be selected to record a professional version, airing in a special broadcast of the ad on Christmas Day.

“The secret to finding the perfect gift is knowing where to look,” said Charlotte Lock, customer director for John Lewis.

”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.”

The ad, created by Saatchi & Saatchi, is just one part of John Lewis’s broader Golden Quarter campaign, following its Never Knowingly Undersold revival and Christmas Gifting Showcase. With out-of-home ads, digital content and social media marketing planned, John Lewis is gearing up to make this holiday season unforgettable.