The iconic John Lewis Christmas advert has made a triumphant return for 2024, captivating audiences with the touching tale of two siblings in 'The Gifting Hour'. The enchanting narrative takes viewers on an extraordinary quest as one sister searches for the ideal Christmas present.
The commercial strikes a chord with its nuanced portrayal of sisterly relationships, and marks a first for John Lewis by featuring the actual store on screen. The strapline reads: "The secret to finding the perfect gift? Knowing where to look."
But the real buzz around this year's campaign is the golden chance it presents to one lucky artist or group.
Set to Richard Ashcroft's classic Sonnet, complete with his distinctive vocals - a departure from John Lewis' tradition of using cover versions - the ad brings a fresh twist.
However, Christmas Day will unveil a new voice, as John Lewis launches a TikTok competition to discover an emerging talent to reinterpret this beloved song.
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Hopefuls will be whittled down to a shortlist, with Ashcroft himself selecting the winner, who will then seize an unparalleled opportunity to become the new voice of John Lewis' festive ad.
The winner of the competition will not only have their cover aired on Christmas Day, professionally recorded by a top producer and officially released by BMG, but they will also receive a £3,000 shopping spree at John Lewis and tickets to a Richard Ashcroft headline show in 2025.
The two-minute TV advert, crafted by Saatchi and Saatchi, showcases the quest for the perfect gift through the wisdom of its customers and the vast array of high-quality items available in its stores.
The narrative of the advert reveals how the protagonist 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".
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 for John Lewis, shared with Reach the joy of exploring that sister relationship on a "deeper level", explaining they decided to refrain from making the ad "too saccharin".
The mystery of the box's contents in the latest festive advert has been left to the viewer's imagination, as it represents "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 RandB - we can't wait to hear your take on Sonnet."
Adding to the festive cheer, Chief Creative Officer at Saatchi and Saatchi Franki Goodwin shared with Reach that the new competition is John Lewis's way of giving a "gift" to its shoppers this holiday season.
She also shared: "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.
