John Lewis revitalises its Christmas campaign by embracing nostalgia and heartfelt storytelling, featuring a whimsical journey inspired by Narnia.
- The campaign narrates a woman’s quest to find the perfect gift for her sister through a magical department store experience.
- Richard Ashcroft’s original rendition of ‘Sonnet’ intensifies the campaign, moving away from customary cover versions.
- A TikTok contest encourages emerging artists to cover Ashcroft’s track, offering a chance to feature in a Christmas Day broadcast.
- The ‘Gifting Hour’ concept highlights the essence of meaningful presents, underscoring John Lewis’s connection with customers.
John Lewis has heralded a return to traditional, emotion-driven advertising with its latest Christmas campaign. The advert, described as a ‘whimsical journey,’ follows a woman’s nostalgic pursuit for the ideal Christmas gift for her sister, facilitated by a Narnia-inspired magical door within the store. This imaginative setting not only evokes childhood wonder but also aligns with the festive spirit.
Central to the advert is the melodic backdrop provided by Richard Ashcroft’s ‘Sonnet.’ Distinct from previous years, this campaign uses Ashcroft’s original vocals instead of a cover version, adding a layer of authenticity and nostalgia. Ashcroft, known as the frontman of The Verve, will also be touring with Oasis in 2025, adding contemporary relevance to the campaign.
Capitalising on the musical theme, John Lewis is launching a TikTok competition aimed at budding musicians. Participants are invited to submit their renditions of ‘Sonnet,’ with the winning cover being featured in a special Christmas Day broadcast of the advert. This initiative not only engages a younger audience but also supports emerging talent by featuring the winner in a charity single release.
Charlotte Lock, Customer Director for John Lewis, emphasised the importance of thoughtful gift-giving, stating that their shops represent the brand’s heart. She remarked, ‘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.’
The campaign, crafted by Saatchi & Saatchi, aims to resonate with anyone who has ever faced the pressure of finding that perfect gift last-minute. Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, commented on the universal appeal of the narrative, noting that ‘The Gifting Hour’ is both a visual and emotional feast that reflects the magic of gift-giving in a relatable manner.
John Lewis’s latest campaign is a strategic blend of nostalgia and community engagement, fostering a deeper connection with its audience during the festive season.
