John Lewis Christmas advert shows last minute sister for the perfect gift

On By Littum

John Lewis has released a memory-strewn tearjerker following a woman who frantically bought a last-minute gift for her sister for its long-awaited Christmas advert.

The Gifting Hour opens with heroine Sally running into the retailer’s Oxford Street flagship store, the first time a John Lewis store appears in its Christmas advert, 15 minutes before closing time.

Falling through a rack of dresses, she steps into the attic of her childhood home and begins a journey through her memories of growing up with her sister while searching for a thoughtful gift.

Returning to reality, Sally meets her sister outside the shop with her wrapped present, and as they walk away, her sister is reflected in the John Lewis window as the child from her memories.

Richard Ashcroft, the former Verve frontman, provides the soundtrack with his song Sonnet from his Acoustic Hymns album, a departure from previous John Lewis adverts which have often featured covers.

This year, the retailer is 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 the Sonnet, which will feature in a special Christmas Day broadcast of the ad on TV, and the track will be officially released by BMG.

The two-minute TV ad, created by Saatchi & Saatchi and the third in a trilogy, ends with the tagline: “The secret to finding the perfect gift? Knowing where to look.”

John Lewis customer director Charlotte Lock said: “Our advertising heroes are the thoughtful gift giver and celebrate the ‘gifting hour’, the moment when you go a little deeper into your heart and into our stores to find something really special and meaningful for those you love.

“Our stores are the beating heart of our brand and our customers love the ritual of Christmas shopping there – so for the first time we wanted to give the store a starring role in our ad.

“This year the John Lewis Christmas advert features an original song rather than a cover number and we’re offering the nation the chance to put their own stamp on it and become the ultimate cover star.”

All proceeds from the winning single will go to the John Lewis Partnership’s Building Happier Futures programme, which helps “care-experienced” people.

Franki Goodwin, chief creative officer at Saatchi & Saatchi, said: “We’ve all been there – time is running out and you’re still looking for the perfect gift for someone in your life who is impossible to shop for.

“That’s why I think viewers will really connect with our heroine as she dives into a series of dresses and explores her memories in search of that special gift.

“The gift hour is a wonderful visual and emotional celebration that is both adult and childlike at the same time.

“Our chosen track, Richard Ashcroft’s Sonnet, is a memory for anyone who grew up in the 90s, and the fact that we haven’t chosen a cover version really leans into the nostalgia.

“However, we are delighted to invite the nation to cover the pitch for Christmas Day in a wonderful twist on the magical John Lewis formula.”

Earlier ads in the campaign hinted at the Christmas feature with a “through the decades” style centered on its recently revived price promise, Never Knowingly Undersold.

John Lewis brought back the pledge in September in a major U-turn after dropping the commitment two years ago amid concerns it was less relevant to shoppers.

The employee-owned company has already hailed a strong start to Christmas shopping, announcing last month that sales from its Christmas store were up 18% year-on-year.