John Lewis Christmas ad takes viewers on a magical journey to find the perfect gift
John Lewis has launched its highly anticipated Christmas advert which aims to transport viewers on an emotional and magical journey to find the perfect Christmas gift.
Created by Saatchi & Saatchi, the two-minute ad ends with the strapline: “The secret to finding the perfect gift? Knowing where to look”.
It features heroine Sally, who having left it a little late to find the right gift for her sister, dashes into a John Lewis store at closing time.
Falling through a rack of dresses, she then enters a fantastical world where she stumbles out of the wardrobe in the attic of her childhood home and is taken through a journey of her memories as she searches for a present.
Returning to reality, the ad reveals that Sally has found the perfect gift. After she heads outside and shares a special moment with her sister, the ad shows the pair walking away as her sister is reflected in the John Lewis window as the child from Sally’s memories.
Charlotte Lock, customer director for John Lewis, said: “Our ad heroes the thoughtful gift-giver and celebrates ‘the gifting hour’, the moment when you go a little deeper in your heart and in our stores to find something really special and meaningful for the ones you love.
“Our shops are the beating heart of our brand and our customers love the ritual of Christmas shopping there – so we wanted to give the store a starring role in our ad for the first time.”
The ad’s musical backdrop is Richard Ashcroft’s Sonnet from his Acoustic Hymns Vol.1 Album, released on RPA/BMG.
This year, the retailer is offering aspiring musicians the opportunity to become the next John Lewis cover star. Partnering with BMG and Ashcroft himself, it is launching a nationwide talent search on 15 November on TikTok via a branded effect on the John Lewis page, using the hashtag #MySonnet.
Chosen by Ashcroft and a panel of independent judges, the winner will record their own version of Sonnet which will be featured in a special Christmas Day airing of the advert on TV, with the track officially released by BMG. They will also be treated to a £3,000 John Lewis shopping spree and tickets to a Richard Ashcroft headline show next year.
Lock added: “This year the John Lewis Christmas advert features an original song rather than a cover track, and we’re offering the nation the chance to put their own stamp on it and become the ultimate cover star. So whether your style is pop, indie, country or R&B – we can’t wait to hear your take on Sonnet.”
