The John Lewis Christmas Advert for 2024, titled The Gifitng Houe, has been released this year! Also this year the brand successfully continues the brand’s tradition of creating emotional holiday narratives.
This year’s story centres around two sisters, Sally and Lauren. They both rush to find the perfect gift for Lauren and take a journey through time to try to work out what her siblings would love just before the John Lewia store closes.
The two-minute advertisement, created by Saatchi, takes viewers on an emotional journey starting in the shop before taking the perfect gift for Sally.
Generally, the advert is soundtracked by a cover, but this year a classic song is performed by the original singer.
This year John Lewis launched an exciting competition among the fans. They urged the fans to cover the song and won the chance to get some amazing prizes.
Last year, Andrea Bocelli performed the original song called Festa. Ellie Goulding, Lily Allen, Tom Odell, and Elbow have also performed in the highly anticipated advert.
This year the song for the John Lewis Christmas advert is Sonnet by The Verve, a song that complements the themes of reflection and familial bonds.
The song was originally released in 1988 by the indie band, and a new version can be heard on Ashcoft’s album, Acoustic Hymns Vol. 1, released in 2021.
Lyrically, the track is perfect for the John Lewis Christmas advert 2024, as it dives into memories with an old friend. The song opens: “My friend and me/ Looking through her red box of memories/ Faded, I’m sure/ But love seems to stick in her veins, you know/ Yes. There’s love if you want it.
The production is cinematic, showcasing beautifully recreated teenage bedrooms and holiday scenes that evoke a classic family Christmas atmosphere. The ad aims to resonate with viewers by highlighting relatable experiences such as sibling squabbles and festive traditions.
For the first time, John Lewis directly incorporates their own story into the narrative. Some critics feel it breaks the traditional subtlety of its branding. Additionally, the ad invites aspiring musicians to participate in a talent search to record their version of Sonnet, promoting engagement with audiences.
The Gifting Hour continues John Lewis’s tradition of creating memorable Christmas narratives that resonate with the audience during the festive season.
Overall, the 2024 John Lewis Christmas ad aims to capture the essence of family connections and the joy during Christmas. It positions itself as a significant part of holiday celebrations in the UK.