John Lewis launches its highly anticipated Christmas 2024 advert, focusing on a sister’s quest for the perfect gift.
- Set to Richard Ashcroft’s ‘Sonnet’, the advert takes viewers through a whimsical journey of memories.
- Sally, the protagonist, navigates a fantastical world to find a last-minute gift at John Lewis.
- The narrative is part of John Lewis’s broader campaign, spotlighting its role as a gifting destination.
- A musical contest will accompany the advert, calling on talents to reinterpret ‘Sonnet’.
John Lewis has unveiled its eagerly awaited Christmas 2024 advert, centred around a touching narrative of gift-giving. The storyline follows Sally as she embarks on a last-minute journey to find the perfect present for her sister at John Lewis’s iconic Oxford Street location. Set against the backdrop of Richard Ashcroft’s ‘Sonnet’, the advert immerses viewers in a magical search brimming with nostalgia and emotion.
In a whimsical twist, Sally tumbles through a rack of dresses, transporting into a fantastical realm that ultimately leads her back to the familiar setting of her childhood home’s attic. This enchanting journey reflects Sally’s heartfelt memories as she seeks a gift that truly resonates.
The narrative culminates with Sally returning to reality, having found and wrapped the ideal gift. As she reunites with her sister outside the store, a poignant reflection in the John Lewis window reveals her sister as a child from Sally’s cherished memories, underscoring the depth of their connection.
This advert marks the third installment in John Lewis’s Golden Quarter campaign, reaffirming its stature as a prominent player in the gifting market. It follows the recent revitalisation of its ‘Never Knowingly Undersold’ pricing promise, enhancing its competitive edge.
Charlotte Lock, Customer Director at John Lewis, emphasised the essence of thoughtful giving, where shoppers delve deeper into personal reflection to find truly special gifts. She highlighted the role of John Lewis stores as integral to the Christmas shopping experience, reinforcing the ad’s focus on in-store charm and tradition.
Franki Goodwin from Saatchi & Saatchi articulated the universal challenge of gift selection under time constraints, resonating with viewers through Sally’s relatable quest. The advert balances grown-up sophistication with childlike wonder, offering a visually immersive experience.
Accompanying the advert is a national talent search on TikTok, inviting musicians to create their own versions of ‘Sonnet’. This initiative, led by Richard Ashcroft and BMG, provides artists with the opportunity to feature in a Christmas Day broadcast of the advert. Proceeds from the winning single will benefit John Lewis Partnership’s Building Happier Futures programme, supporting care-experienced individuals.
John Lewis’s latest advert blends emotional storytelling with a community-driven musical initiative, capturing the spirit of thoughtful giving this Christmas.
