John Lewis 2024 Christmas advert disappoints fans who say 'worst one yet'

John Lewis has released its highly-anticipated Christmas advert following a woman frantically buying a last-minute gift for her sister.

The Gifting Hour opens with Sally running into the retailer's Oxford Street flagship store, the first time a John Lewis store has appeared in its Christmas ad, 15 minutes before closing time.

Falling through a rack of dresses, she steps into the attic of her childhood home, and begins a journey through her memories of growing up with her sister as she searches for a thoughtful present.

Returning to reality, Sally meets her sister outside the store with her wrapped gift. As they walk away, her sister is reflected in the John Lewis window as the child from her memories.

Richard Ashcroft, the former Verve frontman, provides the soundtrack with his song Sonnet from his Acoustic Hymns album, a departure from previous John Lewis ads that have often featured covers.

This year, the retailer is holding a competition on TikTok to find an aspiring artist to cover the song, with the help of Ashcroft and record label BMG

The winner will record their own version of Sonnet, which will feature in a special Christmas Day airing of the ad on TV, and the track will be officially released by BMG.

All proceeds from the winning single will go to the John Lewis Partnership's Building Happier Futures programme, which helps "care-experienced" people.

The two-minute TV advert, created by Saatchi & Saatchi and the third in a trilogy, ends with the strapline: "The secret to finding the perfect gift? Knowing where to look."

Franki Goodwin, chief creative officer at Saatchi & Saatchi, said: "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."

After the advert's release, viewers rushed to social media to share their verdict, and many were disappointed.

One Twitter user wrote: "That’s it, Christmas is ruined. The John Lewis ad is quite comfortably the worst one yet."

Another criticised: "Don’t get that John Lewis Christmas ad at all. Very confusing."

A third fumed: "No it didn't make me cry. Pretty s**t Xmas ad from #JohnLewis tbf."

There were some positive comments, however. One user shared: "The New John Lewis ad is [kissing emoji]."

A second echoed: "Well done @JohnLewisRetail love this Christmas advert. Thank you!"