John Lewis has launched its anticipated Christmas 2024 advert, focusing on a sister’s mission to discover the ideal present amidst nostalgia.
- Set to Richard Ashcroft’s ‘Sonnet’, the advert portrays Sally’s whimsical adventure through memories for a last-minute gift.
- Sally experiences a fantastical journey from the department store into her childhood attic in search of something meaningful for her sister.
- The advert is part of John Lewis’ Golden Quarter campaign, highlighting its role as a key gifting destination.
- A nationwide TikTok talent search is announced, giving musicians a chance to feature in the Christmas Day ad broadcast.
John Lewis has unveiled its much-awaited Christmas 2024 advert, presenting a touching narrative of one sister’s endeavour to find the perfect gift for another. The focus of the advert, set to the hauntingly beautiful melody of Richard Ashcroft’s ‘Sonnet’, is on Sally, whose adventure begins in the Oxford Street store as she races against time to secure a thoughtful gift.
The narrative sees Sally stumble through a rack of dresses, which magically transports her into a fantastical world reminiscent of her childhood attic. This setting allows for a journey through cherished memories, depicting the lengths one might go to show affection with a personal gift. This creative storytelling shows John Lewis as a place where customers can delve deeper into finding meaningful gifts.
Ultimately returning to reality in the store, Sally has her gift, now perfectly wrapped and in time to present it to her sister. As both walk away, a poignant moment reveals Sally’s sister as a reflection of her younger self in the window, solidifying the emotional resonance of the advertisement. It is the final instalment of the Golden Quarter campaign, which further cements John Lewis’ reputation as a key player in the holiday gifting sector.
Customer Director Charlotte Lock acknowledged the advert’s underlying message by stating, “The secret to finding the perfect gift is knowing where to look,” and remarked on the store’s integral role in Christmas shopping traditions. Franki Goodwin from Saatchi & Saatchi added that viewers would connect with Sally’s quest, as it mirrors the universal experience of seeking a special gift for a loved one.
In conjunction with this campaign, John Lewis is introducing an interactive element via a TikTok talent search. Musicians are invited to perform their versions of ‘Sonnet’ with the chance of being featured during the Christmas Day airing. This creative initiative allows musicians of various genres to engage with the campaign, with the proceeds benefiting the Partnership’s Building Happier Futures programme.
The advert compellingly blends nostalgia with the holiday spirit, reasserting John Lewis’ position at the heart of festive shopping.
