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The 2024 John Lewis Christmas advert is here, arriving just in time to tug on viewer’s heartstrings - and encourage them to hit the shops.
The highly anticipated advert follows Sally, our heroine, as she frantically attempts to find a Christmas present for her sister 15 minutes before the brand’s flagship London store closes. As she looks, she falls through a dress rack only to end up in the attic of her childhood home, tumbling through memories of growing up with her sister. It ends with Sally meeting her sister outside the shop, perfectly wrapped gift in hand.
Called The Gifting Hour, the advert is soundtracked by The Verve frontman Richard Ashcroft’s original song ‘Sonnet’ from his Acoustic Hymns album.
It’s a departure from previous John Lewis ads which often feature covers, with the retailer holding a competition on TikTok to find an aspiring artist to cover the song, with the help of Ashcroft and record label BMG. The winner will record their own version of ‘Sonnet’ which will appear in a special Christmas Day edition of the ad on TV, with the track to be officially released.
John Lewis’ Christmas adverts have been a festive tradition in the UK for more than a decade, dating back to 2007. As such, there is plenty of debate surrounding which is best.
As a reminder of those which came before, here are all 18 of John Lewis’ Christmas adverts. What is your favourite?
17. 2023 - Snapper: The Perfect Tree
A new piece of music, entitled 'Festa', was composed for last year's advert and performed by Andrea Bocelli. Demonstrating that there's always room for new family festive traditions, a boy grows an unusual Christmas tree - an enormous monster Venus Flytrap. His family aren't too sure about Snapper but end up coming around to his unique attributes. | John Lewis
18. 2024 - The Gifting Hour
John Lewis' 2024 Christmas advert follows a woman frantically searching for a last minute present for her sister in their flagship Oxford Street store fifteen minutes before closing. While looking she falls through a rack of dresses beginning a journey through childhood memories of growing up together, with the advert ending as she meets her sister with a perfectly wrapped gift in hand. The advert features 'Sonnet' by Richard Ashcroft, a departure from previous years which often feature cover songs. | John Lewis/PA Wire