John Lewis has unveiled its 2024 Christmas advert but Britons are not too keen on the festive offering.
The video, which depicts a woman in search of the perfect Christmas present for her younger sister, has disappointed some social media users who were hoping for a tear-jerker.
The two-minute clip – titled The Gifting Hour – shows the frantic search of a woman on a mission to find the ultimate Christmas present in John Lewis’ Oxford Street flagship store. The soundtrack to the festive ad is Sonnet by Richard Ashcroft, who formed the alternative rock band Verve in 1989.
Behind some dresses, she finds a portal that takes her into her childhood home and through her life as the viewers are given an overview of the sisters’ shared memories, from sweet bonding moments to classic sibling rows to spending time together both as adults.
One disappointed viewer said: ‘The John Lewis Christmas advert is so underwhelming this year! It just felt chaotic’
John Lewis
In one scene, Sally comes across her late mother and tears up in a touching moment as she tells her she cannot join her dancing in the kitchen.
With the help of her little sister, as Sally takes a trip back in time, the advert culminates in her finding the perfect gift and meeting her sister in a sweet sibling moment.
At the end, a message appears from John Lewis: “The secret to finding the perfect gift? Knowing where to look.”
However, despite the moving moments depicting the trials and tribulations of family life, John Lewis’ Christmassy clip did not quite measure up to expectations.
On social media, one person branded the advert as “very disappointing”. Another was left confused: “The John Lewis advert?? I don’t get it?”
Another commented: “The John Lewis Christmas advert is so underwhelming this year! It just felt chaotic #JohnLewisChristmas.”
A third said: “I didn’t get the John Lewis advert, not a Christmas tear-jerker, it was just odd.”
One sibling-less social media user admitted that the advert did not capture their heart. They stated: “The John Lewis Christmas advert is quite underwhelming…maybe because I’m an only child and can’t relate, I don’t know?”
“The John Lewis Christmas advert has to be the most disappointing, unrelatable one yet, bring back the alien or the old man on the moon,” another wrote.
A less-than-impressed social media user gave the department store a top tip: “The John Lewis Christmas advert would have been way better if it was a child going back in time to his parents as children and then buying them something they never received as a child. Would have been way more heartwarming.”
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Another was left confused: ‘I didn’t get the John Lewis advert, not a Christmas tear-jerker, it was just odd’
John Lewis
The ad garnered mixed reviews from one viewer: “It was alright, definitely better than last year. But it was so busy and a bit confusing. It is nice to show the love sisters have.”
Another wasn’t overly impressed by the advert itself but enjoyed the soundtrack: “Only good thing about the John Lewis advert is #sonnet #richardashcroft #theverve.”
Someone else seconded this: “Richard Ashcroft – well I am surprised the John Lewis 2024 Christmas advert features Richard Ashcroft singing Sonnet. I love this song so much.”
Many were impressed by the advert, though. One person said: “An actual John Lewis Xmas advert with a decent original song, not an awful cover by an artist trying too hard to be cool!”
Another felt it tugged at their heartstrings: “If you have just watched the John Lewis advert and you have sisters, you will totally get it…I sobbed. I am blessed to have the most amazing sisters and best friends.”
Lidl’s festive advert was given the ultimate praise as the supermarket captured “the true meaning of Christmas”.