John Lewis is celebrating the quest for the perfect gift in its highly-anticipated 2024 Christmas ad, which features a woman travelling back through time and meeting with various iterations of her sister.
Developed in collaboration with the historic retailer’s agency of record Saatchi & Saatchi, the two-minute film is set to the nostalgic hues of The Verve’s 1998 classic ‘Sonnet’.
Titled ‘The Gifting Hour’, the work aims to place John Lewis at the forefront of the British public’s minds as the ideal gifting destination this Christmas – and marks the third instalment in the department store’s festive trilogy.
“The secret to finding the perfect gift is knowing where to look. 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,” John Lewis customer director, Charlotte Lock said.
“Our shops are the beating heart of our brand and our customers love the ritual of Christmas shopping there – so we wanted to give the store a starring role in our ad for the first time.”
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She continued: “This year the John Lewis Christmas advert features an original song rather than a cover track, and we’re offering the nation the chance to put their own stamp on it and become the ultimate cover star. So whether your style is pop, indie, country or R&B – we can’t wait to hear your take on Sonnet.”
The blockbuster film will be supported by a series of nationwide executions running across out-of-home, social media and print that showcase some of John Lewis’s most popular festive gifting products.
Saatchi & Saatchi chief creative officer, Franki Goodwin added: “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. Our chosen track, Richard Ashcroft’s – ‘Sonnet’, is a memory for anyone who grew up in the 90s – and the fact we’ve not chosen a cover version really leans into the nostalgia. We are delighted, however, to invite the nation to cover the track for Christmas day, in a wonderful twist on the magic John Lewis formula.”
