John Lewis' 2024 Christmas advert released - showing sister's battle for perfect family gift

John Lewis has finally unveiled its eagerly awaited Christmas advert for 2024, following the release of two teaser ads. Titled 'The Gifting Hour', the two-minute film centres on a woman's search for the perfect gift for her younger sister.

The Saatchi and Saatchi advert was secretly filmed overnight at John Lewis' flagship store on Oxford Street in London. It introduces viewers to Sally, who is in a rush to find the right present for her sister Lauren.

The story unfolds as Sally enters a John Lewis store just as it's about to close. As she hurriedly sifts through a rack of dresses, she unexpectedly steps out of a wardrobe into her childhood home.

From there, viewers are taken on a nostalgic journey through her memories with her sister as she races against time to find the perfect gift. The sisters are seen navigating through their life together, from cosy childhood moments on the sofa to teenage squabbles over borrowed clothes, and even witnessing Lauren going into labour with her son.

In the end, an idea sparked by the child version of her sister leads Sally to the perfect gift. She is then seen leaving John Lewis with a beautifully wrapped present, ready to share a special moment with her sister Lauren, reports the Mirror.

As the pair walk away, the camera pans to Sally's sister, who is reflected in the John Lewis window as the child from her memories. The advert concludes with the tagline: "The secret to finding the perfect gift? Knowing where to look."

Franki Goodwin, chief creative officer at Saatchi and 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."

This year's John Lewis Christmas advert differs from previous ones in two key ways. Firstly, the company says it is focusing on the gift-giver as the main character, with a John Lewis store also taking centre stage.

Secondly, since releasing its first Christmas advert in 2007, John Lewis has become known for featuring cover versions of popular songs, such as Lily Allen's rendition of Keane's Somewhere Only We Know in 2013. This year, John Lewis has tapped into the 90s nostalgia trend by featuring Richard Ashcroft's 2021 rendition of The Verve's 1997 hit 'Sonnet' in their Christmas advert.

In an innovative twist, John Lewis is launching a nationwide talent contest on TikTok to find a new artist to cover the soundtrack. The winner will get to record their version of 'Sonnet', which will be showcased in a special Christmas Day advert.

All proceeds from the winning single will go towards the John Lewis Partnership's Building Happier Futures programme, aimed at supporting care-experienced individuals.

Charlotte Lock, customer director for John Lewis, commented: "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."

She added: "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."

My John Lewis loyalty scheme members can enjoy an exclusive preview of the advert from 7am today, while the general public will have access from 8am.