Christmas is approaching alarmingly quickly, and one sign that the festive period is round the corner is the John Lewis Christmas advert being released.
The John Lewis ad has become a key part of UK festivities, and a milestone in the countdown to Christmas. Starting in 2007, the retail giant has released 16 memorable adverts to-date. So what does 2024 have to offer?
Well, they’ve swept aside the celebrities, influencers and even the cute pets, opting for the emotional overtones of “Christmas spirit” and finding that perfect gift for your loved one or distant relative.
From the start, we see a frazzled woman named Sally running through the aisles of a John Lewis department store. It speaks to many of us through personal experience.
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But this festive ad refrains from pushing the product too heavily and instead emphasises the story about a special relationship between siblings.
Christmas is all about connectivity, unity and love - and John Lewis captures that in the most simple yet brilliant way.
The structure and setting within the iconic store, before going through a magical journey through old memories, is a far cry from the big-budget cartoons and mini-movies we’ve been accustomed to.
We see the main character go through the years of growing up with a sister - from borrowing clothes without asking their permission as a teenager, to reuniting after months apart as university students. All the while, Sally is against the clock in the hunt for that ultimate gift.
John Lewis is recognised for its signature use of cover versions performed by diverse artists. Legendary singer-songwriter Richard Ashcroft provides the soundtrack with his ballad, Sonnet. However, this year there is a twist.
The retailer is offering aspiring musicians a once-in-a-lifetime opportunity to become the next John Lewis cover star. The chosen winner will then record their own version - and who knows - maybe become Christmas Number One?
You're probably also wondering, but no, I didn't cry. I had stocked up on tissues and prepared for the floodgates to open - but I was dry as a bone.
So what's the takeaway from this commercial? I find it comforting. It's not the emotional tear-jerker I was expecting - and that's totally fine.
But not everyone will agree. We live in a world where people have become obsessed with dissecting Christmas adverts.
You only need to take the look at Boots - which has hit the headlines for all the wrong reasons. Last year, shoppers boycotted their local M&S after their advert generated a social media storm when users accused it of being insensitive to the Israel-Hammas conflict.
I'm not going to argue whether this tops last year's John Lewis advert based on fan reaction. What matters is that it was sentimental and emotional, which is what Christmas is all about.
