We typically only do one story per year about John Lewis. There’s a good reason for that. The UK department releases one story a year, and what a story it is—their much-anticipated 2024 Christmas campaign.
The two-minute ad, created by Saatchi & Saatchi, offers a heartwarming and whimsical story that embodies the joy of finding the perfect Christmas gift, with the tagline: “The secret to finding the perfect gift? Knowing where to look.”
A Journey Through Memory and Love
The 2024 Christmas advert is part of John Lewis’s broader Golden Quarter campaign, which began in September with the return of its “Never Knowingly Undersold” promise. Earlier this month, the brand launched its Christmas Gifting Showcase, featuring curated products aimed at making the season special for everyone.
The spot follows Sally, the heroine, who finds herself racing against the clock to secure the perfect gift for her sister. Arriving at a John Lewis store just before closing time, she stumbles through a rack of dresses and is transported into a fantastical world of memories. Emerging from a wardrobe in the attic of her childhood home, Sally embarks on a nostalgic and magical journey, revisiting cherished moments as she searches for the ultimate present.
Returning to reality in the store, Sally triumphantly finds the ideal gift, beautifully wrapped and ready. The advert concludes with a poignant moment as Sally hands the gift to her sister, who is reflected as the child from Sally’s memories in the John Lewis store window—a touching nod to the deep connections gifts can symbolize.
Unlike previous years, which featured covers of classic tracks, this year’s ad is set to the original song Sonnet by Richard Ashcroft. The emotional and nostalgic anthem, taken from his Acoustic Hymns Vol. 1 album, serves as the perfect backdrop to the advert’s message of thoughtful gift-giving. Watch below:
“This year, our Christmas advert heroes the thoughtful gift-giver,” said Charlotte Lock, Customer Director for John Lewis. “It celebrates ‘the gifting hour’—the moment when you go a little deeper in your heart and in our stores to find something truly special for the ones you love. For the first time, our stores play a starring role, as they remain the beating heart of our brand.”
Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, added: “The Gifting Hour is a glorious visual and emotional feast—both grown-up and childlike. It beautifully captures the nostalgia and pressure of finding the perfect gift. And Richard Ashcroft’s Sonnet is a memory for anyone who grew up in the ’90s, adding another layer of connection.”
A New Twist on the John Lewis Tradition
In a festive twist, John Lewis is inviting aspiring musicians nationwide to put their own spin on Sonnet. Launching on TikTok on November 15, the contest encourages participants to use the branded effect on the retailer’s page and hashtag #MySonnet. The winning cover will air during a special Christmas Day broadcast of the advert and be officially released by BMG, with proceeds supporting John Lewis’s Building Happier Futures charity for care-experienced individuals.
Ashcroft himself expressed his festive cheer, saying, “To everyone involved in the project, I raise a sherry and say salute! Sonnet plays again. Time for some mince pies. Merry Christmas—peace and love to all mankind.”
The winner will also enjoy a professional recording session, a £3,000 John Lewis shopping spree, and tickets to a 2025 Richard Ashcroft headline show.
John Lewis’s 2024 Christmas ad is now airing across all major platforms, including TV, social media, and in cinemas, bringing festive magic to audiences everywhere.
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