John Lewis Is Back With Another Emotional Christmas Advert

7 days ago

Bring on the tears

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As every Brit knows, Christmas doesn’t officially start in the UK until the John Lewis advert airs on television. And whether it’s watching a lonely old man on the moon, a man learn to skateboard for his foster daughter or a rambunctious plant be left out in the cold, it’s guaranteed to be a festive tearjerker. Sticking with tradition, the 2024 John Lewis Christmas ad also promises misty eyes – with a story spanning the lifelong bond between sisters.

The Gifting Hour: John Lewis 2024 Christmas Ad Is Here

‘The secret to finding the perfect gift? Knowing where to look.’ That’s the premise of this year’s Christmas offering from John Lewis. The retailer, known for its cinematic festive films, is back for the season with a shiny new advert – and it’s another emotional one.

‘The secret to finding the perfect gift is knowing where to look,’ reiterates Charlotte Lock, Customer Director for John Lewis. ‘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.’

What Is The John Lewis 2024 Christmas Ad About?

So, what can we expect? The 2024 John Lewis Christmas advert opens with our heroine, Sally, haring through a John Lewis store in the minutes leading up to closing time. While on the hunt for a present for her sister, Sally falls through a rack of dresses, and enters a new world rooted in memory and nostalgia.

Tumbling out of a wardrobe in the attic of her childhood home, Sally encounters her sister at various stages in her life – from child to teen to young woman to new mum. ‘From here we are taken on a whimsical journey through her memories as she searches for the ultimate present, against the clock,’ notes John Lewis.

It’s a young version of Sally’s sister that gives her what she needs, and so she returns to the store to grab the perfect gift, ready and wrapped. Sally finds her sister waiting for her outside the John Lewis store, where they hug and exchange greetings before heading off to their next destination –but not before Sally sees her sister reflected in the shop window as the child from her memories.

Who Is On The Soundtrack?

John Lewis makes sure to offset its legendary Christmas ads with an equally as legendary (if not mildly tearjerker-y) music number – and this year is no different. The retailer chose an acoustic version of The Verve’s ‘Sonnet’, performed by lead singer Richard Ashcroft. You can listen to the song in full here.

‘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,’ says Charlotte. ‘So whether your style is pop, indie, country or R&B – we can’t wait to hear your take on “Sonnet”.’

‘To everyone involved in the project I raise a sherry and say salut!’ adds Richard. ‘Sonnet plays again, time for some mince pies. Merry Christmas peace and love to all mankind.’

The retailer will also offer aspiring musicians an opportunity to become the next John Lewis cover star, launching a nationwide talent search on TikTok with BMG and Richard. The winner will record their own version of Sonnet, to be featured in a special Christmas Day airing of the advert on TV.

Chosen by Richard Ashcroft and a panel of independent judges, the winner will also receive a major prize package: a professional recording session with a top producer, their cover single released by BMG, a £3,000 John Lewis shopping spree and tickets to a Richard Ashcroft headline show in 2025. All proceeds from the winning single will support the John Lewis Partnership’s Building Happier Futures programme, which helps care-experienced people build brighter futures.