John Lewis has unveiled its highly anticipated 2024 Christmas campaign, teaming up with Saatchi & Saatchi and director Francois Rousselet, for a holiday story that brings together the magic of memory, music, and the joy of finding the perfect gift.
This year’s advert, part of the retailer’s Golden Quarter trilogy, uses a familiar and cherished soundtrack – Richard Ashcroft’s “Sonnet” – to guide viewers through a nostalgic journey.
The centerpiece of the campaign is Sally, a last-minute shopper on a quest for the ideal Christmas present for her sister. Her journey begins in a John Lewis store, where she’s suddenly whisked away through a whirlwind of memories. From a childhood attic to glimpses of Christmases past, Sally searches for a meaningful gift that captures their shared history. As she emerges from her adventure, the scene returns to reality, revealing that she has indeed found the perfect gift. In a poignant moment, Sally and her sister are united, capturing the spirit of John Lewis’ festive message: “The secret to finding the perfect gift? Knowing where to look.”
The ad highlights the treasured ritual of holiday shopping in-store, emphasising the brand’s commitment to making John Lewis shops the beating heart of the Christmas shopping experience.
Adding to the campaign’s excitement, John Lewis has partnered with BMG to bring “Sonnet” to new audiences. Aspiring musicians across the UK are invited to create their own renditions of Ashcroft’s iconic track in a TikTok challenge, with a lucky winner’s cover featured in a special airing of the ad on Christmas Day. The competition launches on November 15, and the winning track will be professionally recorded and released by BMG, with proceeds going to the Building Happier Futures charity.
The campaign showcases John Lewis’ dedication to meaningful and magical Christmas moments and celebrates the art of thoughtful gift-giving.
Creative Agency: Saatchi & Saatchi
Production: Riff Raff
Director: Francois Rousselet
Visual Effects: Electric Theatre Collective
Edit: Final Cut
Music & Sound Company: 750mph
