John Lewis’ long-awaited 2024 Christmas advert has now officially launched and strikes a chord in a way that strays from its usual grandiose, character-driven narrative. This year, the retailer has chosen to focus on a more personal and intimate narrative about the perfect Christmas gift, a thoughtful reminder that sometimes the best gifts are not the most extravagant, but the most meaningful.
Gifting time:A sincere story of love and nostalgia
Under the title Gifting timeThis year’s ad follows the journey of Sally, a woman who is on a mission to find the perfect Christmas gift for her sister, Lauren. As the clock ticks toward closing time, Sally embarks on a sentimental journey through their shared memories, beginning with her childhood, then moving through teenage years filled with laughter and disagreements, and finally to more mature moments. , including the birth of Lauren’s son.
The emotional depth of the narrative increases as Sally recalls key moments that defined their bond. At one point, Sally is transported to memories of a child version of Lauren, highlighting their deep connection. The end of the ad is very shocking, as Sally finally finds the ideal gift and joins her sister outside the store, exchanging a hug and the simple but profound words: “What took you so long?”, to which Sally responds, “You did.”
A new perspective on the John Lewis Christmas tradition
Unlike previous years, which often featured beloved characters like Monty the Penguin or Elton John, this year’s ad focuses on the emotional and personal aspect of Christmas gift-giving. John Lewis has even placed its stores at the center of the story, showing how its retail spaces can act as the center of festive moments.
In a statement, Charlotte Lock, customer director at John Lewis, explained: “The secret to finding the perfect gift is knowing where to look. Our ad focuses on the thoughtful gift and celebrates “gifting time,” the time when you dig a little deeper into your heart and into our stores to find something truly special and meaningful for your loved ones.” .
The soundtrack: a beautiful version of a classic
As for the soundtrack, fans of the John Lewis adverts can expect a change from the usual cover songs. This year, the song is an acoustic version of Sonnet by Richard Ashcroft, originally a hit for The Verve in the late 1990s. The stripped-down version gives the song a fresh, emotional spin, perfectly complementing the nostalgic tone of the advert.
In an exciting move, John Lewis has launched a nationwide competition on TikTok, inviting aspiring musicians to record their own version of SonnetThe winner will see their cover featured in a special announcement broadcast on Christmas Day, and their song will be officially released by BMG. Additionally, John Lewis Partnership will use profits from the song to support its Building Happier Futures programme, which focuses on helping communities and supporting young people’s initiatives.
A Christmas ad with a sincere message
John Lewis has long been known for its Christmas adverts, which often have a lasting emotional impact. This year’s offering is no exception, reminding viewers that the true spirit of Christmas lies in the act of giving, and not just in the material gift itself, but in the love and memories shared with those closest to you. close to us.
For those interested in exploring the emotional depth of Gifting timeJohn Lewis has also released a behind-the-scenes video about how the advert was created, showing the creativity and thoughtfulness behind creating this year’s festive message.
As Christmas approaches, it is clear that John Lewis is once again leading the way by delivering advertising that not only promotes its products, but also resonates with the true meaning of the Christmas season: love, togetherness and joy. to give