Developed by Saatchi & Saatchi, the campaign delivers a blend of heartfelt storytelling and festive nostalgia.
John Lewis & Partners has unveiled its much-anticipated 2024 Christmas ad, concluding a three-part series that centers on the magic of holiday gift-giving. Titled “The Gifting Hour” and created by Saatchi & Saatchi, this two-minute film captures an emotional journey featuring a last-minute gift search that becomes a dreamlike experience.
In the ad, Sally, the protagonist, rushes to find the perfect gift for her sister just before closing time. After falling through a rack of dresses in the Oxford Circus store, she’s transported to the nostalgic setting of her childhood home, exploring treasured memories that guide her toward her gift. The film ends with a touching reunion, symbolizing the deep bond between sisters, as Sally finds the ideal present in time for the holidays.
Adding a memorable 1990s touch, Sonnet by Richard Ashcroft (The Verve) provides the ad’s soundtrack, enhancing its emotional depth and connecting viewers through nostalgia. In partnership with BMG, John Lewis is also launching a TikTok talent search on November 15, where aspiring musicians can submit their own cover of Sonnet. The winning artist’s rendition will be featured on Christmas Day and officially released by BMG, with proceeds going to the Building Happier Futures charity.
John Lewis’ Customer Director, Charlotte Lock, stated: “The secret to finding the perfect gift is knowing where to look…” She emphasized the importance of thoughtful, meaningful gifts and highlighted how John Lewis stores create memorable Christmas shopping experiences. Lock also noted the unique opportunity for the nation to personalize the ad’s soundtrack this year.
Saatchi & Saatchi’s Chief Creative Officer, Franki Goodwin, explained that this ad focuses on authentic relationships and a “magical journey of memories.” Directed by Francois Rousselet, the ad’s surreal elements—like rain indoors and fantastical staircases—add whimsy to the genuine connection at its heart. Goodwin remarked, “At each stage, we’re celebrating real relationships and how the nation feels about the brand…”
This creative approach combines a heartfelt narrative with a festive, dreamlike twist, embodying the joy of gift-giving that has become a John Lewis hallmark.
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