No venus flytraps or space travelling this year, as John Lewis has returned to pulling the heart-strings in this year’s Christmas campaign.
The ad, released today, is described as a “whimsical journey” through a woman’s memories as she hunts for the best Christmas gift for her sister.
It all comes courtesy of a Narnia-style door hidden in the department store – success may well be dozens of coats and dresses scattered across John Lewis as children go on their own hunt for the hidden world.
The whole advert is soundtracked by Richard Ashcroft’s Sonnet. The Verve frontman will be supporting Oasis on their 2025 tour and unlike previous ads, Ashcroft is singing the song, rather than it being a cover.
That said, John Lewis is launching a TikTok competition tomorrow for upcoming musicians to record their own version of the 90s track, with the winner’s version to feature in a Christmas Day transmission of the ad, this will also be released as a charity single.
“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,” explained Charlotte Lock, Customer Director for John Lewis.
“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. So whether your style is pop, indie, country or R&B – we can’t wait to hear your take on Sonnet.”
The Gifting Hour campaign has been created by Saatchi & Saatchi.
“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,” added Franki Goodwin, Chief Creative officer at Saatchi & Saatchi.
“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.”
