John Lewis Christmas Ad Brings a Heartfelt Story of Sisterhood Magic and Memories

John Lewis has taken a bold new direction for its 2024 Christmas ad, “The Gifting Hour,” moving away from some traditional elements people have come to expect. For the first time in years, there’s no cover song or quirky mascot. Instead, the brand is focusing on the deep emotional connection of family relationships, specifically the bond between siblings.

The story follows a woman, Sally, who is shopping last-minute for a Christmas gift for her sister. While browsing in a John Lewis store, she finds herself unexpectedly transported into her childhood memories, where we see moments from her life with her sister, Lauren, from their childhood to their teenage years. The ad beautifully blends past and present, capturing the highs and lows of their relationship, from childhood joy to teenage arguments.

The set design enhances this emotional storytelling, with thoughtful touches like oversized stairs that represent a child’s perspective of the world, and nostalgic items from the ’90s like a floral fabric sofa and old John Lewis products. These details, along with the use of The Verve’s song “Sonnet,” released in 1997, set the tone of nostalgia that resonates with many who grew up in the ’90s.

This year’s ad is part of a trilogy that began in September with the relaunch of John Lewis’s long-standing tagline, “Never Knowingly Undersold.” The first two ads in the series focused on the store’s history and product range, but the final spot shifts toward a personal, heartfelt story. Instead of a single, big Christmas ad reveal, John Lewis is releasing a series of smaller moments over time, including a TikTok competition where fans can submit their own cover of “Sonnet.” The winning cover will replace the original in a new version of the ad airing on Christmas Day.

This fresh approach to holiday marketing is an attempt to connect on a more personal level, capturing the real-life complexities of family relationships while still embracing the warmth and nostalgia that John Lewis is known for. By moving away from a formulaic ad, they hope to create something that feels more genuine and resonates with viewers in a more meaningful way.

Credits:
Agency: Saatchi & Saatchi
CCO: Franki Goodwin
ECD: Eoin Mclaughlin
Creative Director: Ali Dickinson
Associate Creative Director: Mia Silverman
Production Company: Riff Raff
Director: Francois Rousselet
DOP: Nicolas Karakatsanis
Production Designer: Alexandre Vivet
Post-production Company: ETC
VFX Supervisor: Alex Snookes
Editing: Final Cut
Editor: Amanda James
Sound: 750MPH
Music Supervision: Wake The Town