John Lewis Christmas Advert 2024: A Heartfelt Tear-Jerker with Original Song
John Lewis has once again tugged at heartstrings with its latest Christmas advert for 2024. The Gifting Hour, as it is named, tells the story of Sally, who rushes into the John Lewis flagship store on Oxford Street just 15 minutes before closing time to find a last-minute gift for her sister. This year’s advert is particularly special as it features the John Lewis store itself for the first time, adding a nostalgic element to the storyline.
As Sally navigates through the store, she accidentally falls through a rack of dresses and finds herself in the attic of her childhood home. This sets off a touching journey through her memories of growing up with her sister, all while searching for the perfect present. The advert beautifully weaves together the past and present, culminating in a heartfelt moment when Sally meets her sister outside the store, with her gift in hand.
Unlike previous years, the soundtrack for the advert is not a cover but an original song by Richard Ashcroft, the former frontman of The Verve. His track “Sonnet” from the Acoustic Hymns album sets the emotional tone for the advert, adding a unique touch to the storytelling. John Lewis is even hosting a competition on TikTok to find an aspiring artist to cover the song, further engaging with its audience.
The competition winner will have the opportunity to record their own version of “Sonnet,” which will be featured in a special airing of the ad on Christmas Day. Additionally, the track will be officially released by record label BMG, with all proceeds going towards the John Lewis Partnership’s Building Happier Futures programme, supporting care-experienced individuals.
Charlotte Lock, the customer director at John Lewis, explained that this year’s advert celebrates ‘the gifting hour’ – a moment of heartfelt connection when finding a special gift for loved ones. The decision to feature an original song aims to engage the nation and allow them to put their own twist on the music, contributing to the overall festive spirit.
Franki Goodwin, chief creative officer at Saatchi & Saatchi, the agency behind the advert, highlighted the relatable theme of struggling to find the perfect gift for someone special. The Gifting Hour captures both the nostalgia of past memories and the magic of Christmas present, resonating with viewers of all ages.
The John Lewis Christmas advert has become a much-anticipated tradition, with each year bringing a new emotional tale that strikes a chord with audiences. This year’s focus on original music and the immersive storytelling that blends past and present is sure to captivate viewers once again and usher in the festive season with warmth and sentiment.
In conclusion, the 2024 John Lewis Christmas advert is a poignant reminder of the power of heartfelt connections and the joy of giving during the holiday season. By weaving together nostalgia, music, and emotion, the advert encapsulates the spirit of Christmas and the love we share with our loved ones. Get ready to be moved and inspired as you embark on a journey through Sally’s memories and witness the magic of the gifting hour at John Lewis.