John Lewis' 2024 Christmas advert revealed as sister battles to find perfect family gift

John Lewis have finally released their much anticipated Christmas advert for 2024 and it's set to pull on the heartstrings of those who stumble across it on TV screens and social media

After releasing two teaser adverts, John Lewis has finally unwrapped its much-anticipated Christmas advert for 2024.

Called The Gifting Hour, the two-minute film focuses on a woman's quest for the perfect present for her younger sister. Filmed overnight in secret at the John Lewis flagship store on London's Oxford Street, the Saatchi & Saatchi advert features a heroine named Sally, who has left it to the last minute to find the right gift for her sibling.

It sees Sally race into a John Lewis store at closing time, but as she frantically browses a rack of dresses she stumbles out of a wardrobe into her childhood home. Then, viewers are taken on a whimsical journey through her memories with her sister as she races against the clock to find the right gift for her sister Lauren.

The pair of sisters are seen moving through their life together, with moments including childhood snuggles on the sofa to teenage bedroom fights about stolen clothing and Sally's sibling going into labour with her son. Finally, Sally gets a brainwave courtesy of the child version of her sister and is finally seen leaving John Lewis with a perfectly-wrapped present, before meeting her sister to share a special moment.

As they walk away, viewers then see Sally's sister reflected in the John Lewis window as the child from her memories. It ends with the strapline: “The secret to finding the perfect gift? Knowing where to look”. Franki Goodwin, chief creative officer at Saatchi & Saatchi, said: “We’ve all been there - time’s running out, and you’re still looking for the perfect gift for someone in your life who’s impossible to shop for.

"That’s why I believe viewers will truly connect with our heroine - as she dives into a rack of dresses, exploring her memories in search of that special gift. The Gifting Hour is a glorious visual and emotional feast which is both grown-up and childlike at the same time."
Compared to previous John Lewis Christmas adverts, there are two major differences this year.

Firstly, the firm say it is focusing on the gift-giver as the main character, with a John Lewis store also being one of the stars of the show. Secondly, since releasing its first Christmas advert in 2007, John Lewis has become known for soundtracking them with cover versions of popular songs such as Lily Allen covering Keane's Somewhere Only We Know in 2013.

But instead this year John Lewis has evoked the trend for 90s nostalgia, with Richard Ashcroft's 2021 version of his band The Verve's 1997 song Sonnet playing over the advert. In a twist John Lewis are launching a nationwide talent contest for a cover star of the soundtrack on TikTok, with the winner recording their own version of Sonnet which will be featured in a special version of the advert that will air on Christmas Day.

All proceeds from the winning single will support the John Lewis Partnership’s Building Happier Futures programme, which helps care-experienced people build brighter futures. Charlotte Lock, customer director for John Lewis, said: "Each year we want to do something to surprise and entertain people and we don't want to be predictable, which is why I think John Lewis holds such a special place in the nation's heart.

"We know there are certain things our customers want from a John Lewis ad - they want it to be emotional, they want it to speak to them, but they want something a bit different. Hopefully with this raw story, which is about a relationship with someone special and what Christmas is all about, we are giving people what they want."

Members of the My John Lewis loyalty scheme will be able to have preview access of the advert from 7am today, with the film available to the general public at 8am.

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