The highly-anticipated advert was released on Thursday
This year’s John Lewis Christmas advert was released today and it follows a woman frantically buying a last-minute gift for her sister. The department store’s advert is always highly anticipated and this year’s, called ‘The Gifting Hour’ opens with heroine Sally running into the John Lewis Oxford Street flagship store – the first time one of its stores has appeared in its Christmas advert – 15 minutes before closing time.
Falling through a rack of dresses, she then steps into the attic of her childhood home. This begins a journey through her memories of growing up with her sister as she searches for a thoughtful present.
Returning to reality, Sally meets her sister outside the store with her wrapped gift, and as they walk away her sister is reflected in the John Lewis window as the child from her memories. Richard Ashcroft, the Wigan-born former Verve frontman, provides the soundtrack with his song ‘Sonnet’ from his ‘Acoustic Hymns’ album, a departure from previous John Lewis adverts that have often featured covers.
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This year, the retailer is holding a competition on TikTok to find an aspiring artist to cover the song, with the help of Ashcroft and record label BMG. The winner will record their own version of Sonnet, which will feature in a special Christmas Day airing of the advert on TV, and the track will be officially released by BMG.
The two-minute TV advert, created by Saatchi & Saatchi and the third in a trilogy, ends with the strapline: “The secret to finding the perfect gift? Knowing where to look.” The advert was released today and it can now be viewed on John Lewis’ YouTube channel.
John Lewis customer director Charlotte Lock said: “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. 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. 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.”
All proceeds from the winning single will go to the John Lewis Partnership’s Building Happier Futures programme, which helps “care-experienced” people.
Franki Goodwin, chief creative officer at Saatchi & Saatchi, said: “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.”
Earlier adverts in the campaign hinted at the Christmas feature, with a “through the decades” style centred on its recently-revived Never Knowingly Undersold price pledge. John Lewis brought back the pledge in September in a major U-turn after ditching the commitment two years ago over concerns it was less relevant to shoppers.
The employee-owned business has already hailed a strong start to Christmas trading, announcing last month that sales from its Christmas shop were up 18% year on year.