Yahoo News John Lewis Christmas advert 2024: Two sisters look back at childhood memories
That's right, the festive season is truly upon us as the Christmas adverts are officially out.
In one of the most anticipated adverts during this time, John Lewis have officially unveiled their 2024 offering. In the tear-jerker, a woman called Sally is frantically buying last minute gifts for her sister and finds herself in the retailer's Oxford Street flagship store.
As she arrives 15 minutes before closing time, Sally looks through a rack of dresses and steps into the attic of her childhood home. She then begins the journey of her childhood and finds a thoughtful present for her sibling.
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Going back to reality, Sally meets her sister outside the store, the first time a John Lewis store has featured on their adverts and hands her a wrapped gift. As they walk away, the sister is reflected in the John Lewis window as the child from the memories, the PA News Agency reports.
Former Verve frontman Richard Ashcroft provides the soundtrack to his song Sonnet from his Acoustic Hymns album, a change from previous John Lewis ads that have featured covers. This year too, the retailer is hosting 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 ad 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.”
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.”
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.”
