The much-anticipated John Lewis Christmas advert for 2024 has officially dropped, and it’s pulling on the heartstrings in a way that deviates from its usual grand, character-driven storytelling. This year, the retailer has chosen to focus on a more personal, intimate narrative about the perfect Christmas gift—a thoughtful reminder that sometimes the best presents aren’t the most extravagant, but the most meaningful.
The Gifting Hour: A Heartfelt Story of Love and Nostalgia
Titled The Gifting Hour, this year’s advert 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 down to closing time, Sally embarks on a sentimental journey through their shared memories—beginning with their childhood, then moving through teenage years filled with laughter and disagreements, and finally to more mature moments, including the birth of Lauren’s child.
The narrative’s emotional depth builds as Sally recalls key moments that defined their bond. At one point, Sally is transported into memories of a child version of Lauren, highlighting their deep connection. The end of the advert delivers a powerful punch, with Sally finally finding the ideal gift and reuniting with her sister outside the store, exchanging a hug and the simple but profound words: “What took you so long?” to which Sally replies, “You did”
A Fresh Approach to John Lewis’ Christmas Tradition
Unlike previous years, which often featured beloved characters such as Monty the Penguin or Elton John, this year’s advert shifts its focus to the emotional and personal aspect of Christmas gift-giving. John Lewis has even placed its stores at the forefront of the story, showcasing how its retail spaces can act as the heart of festive moments
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In a statement, Charlotte Lock, Customer Director for John Lewis, explained: “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”
The Soundtrack: A Beautiful Twist on a Classic
As for the soundtrack, fans of John Lewis adverts can expect a departure from the usual cover songs. This year, the track is an acoustic version of Sonnet by Richard Ashcroft, originally a hit by The Verve in the late 1990s. The stripped-back version gives the song a fresh, emotional twist, perfectly complementing the nostalgic tone of the ad
In an exciting move, John Lewis has launched a nationwide competition on TikTok, inviting aspiring musicians to record their own version of Sonnet. The winner will have their cover featured in a special Christmas Day airing of the advert, with their track officially released by BMG. Alongside this, the John Lewis Partnership will use proceeds from the song to support its Building Happier Futures program, which focuses on uplifting communities and supporting youth initiatives
A Christmas Ad with a Heartfelt Message
John Lewis has long been known for its Christmas adverts, which often leave 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 us.
For those interested in exploring the emotional depth of The Gifting Hour, John Lewis has also released a behind-the-scenes look at how the ad was created, showcasing the creativity and thoughtfulness behind the making of this year’s festive message
As Christmas draws near, it’s clear that John Lewis is once again leading the way in delivering an advert that not only promotes its products but also resonates with the true meaning of the holiday season: love, togetherness, and the joy of giving.
