John Lewis has launched its 2024 Christmas advert, showcasing the heartwarming theme of sisterhood and 90s Britpop music. The advert debuts online and on TV for widespread audiences to enjoy this festive season. Viewers can also engage through a unique TikTok competition inviting musicians to cover a classic song from the advert. Exciting rewards await participants, including monetary prizes and opportunities in the music industry. A charitable cause will benefit from the competition’s proceeds.
The John Lewis Partnership officially revealed its much-anticipated Christmas advert for 2024 on 14 November. This annual event has become a hallmark of the holiday season, known for its touching stories and memorable music. This year’s advert, created by Saatchi & Saatchi, presents a narrative celebrating the bond of sisterhood amidst iconic 1990s Britpop tunes.
The two-minute film will make its premiere on social media channels, before a grand TV launch during popular shows like ITV’s Coronation Street and Channel 4’s Gogglebox and The Last Leg on 15 November. The advert follows a young woman in the John Lewis Oxford Street store, exploring her shared past with her sister, featuring Richard Ashcroft’s ‘Sonnet’ from his 2021 album Acoustic Hymns Vol 1 as the soundtrack.
This ad marks the third segment of John Lewis’s ‘golden quarter’ marketing campaign. It differentiates itself by focusing on emotional connection rather than marketing slogans about prices. Charlotte Lock, John Lewis’s customer director, emphasised this choice, aiming to appeal more to emotions than monetary considerations.
Alongside the advert, a creative competition has been launched, offering a platform for aspiring musicians. Participants can submit their versions of ‘Sonnet’ on TikTok using #MySonnet, with the possibility of recording and releasing their cover as a single. Entrants stand to win impressive prizes including a professional recording session, a £3,000 voucher, and tickets to a future Richard Ashcroft concert.
The initiative encourages artists from various genres to interpret the track uniquely, with Richard Ashcroft and a panel selecting the winner. Proceeds from the single will support the charity ‘Building Happier Futures’, reinforcing the campaign’s altruistic spirit.
The John Lewis Christmas campaign successfully combines heartfelt storytelling with an engaging music competition, promising to make this year’s celebration memorable for both audiences and participants.
