A Heartfelt Journey into the Spirit of Giving: John Lewis Christmas Advert 2024

It’s that time of year again—when the first flakes of winter fall, and the Christmas adverts begin to weave their magic. Among all the familiar festive spots, John Lewis has once again raised the bar with their 2024 Christmas advert. Known for their emotionally charged storytelling and stunning visuals, the retail giant’s new offering doesn’t disappoint. This year, they’ve delivered a beautiful tear-jerker that will have you reflecting on the true spirit of Christmas and the power of thoughtful gifting.

In this poignant tale, we follow a woman named Sally, who’s in the midst of a frantic last-minute Christmas shopping spree. Determined to find the perfect gift for her sister, she finds herself standing in front of the iconic John Lewis store on Oxford Street, searching through the aisles, reliving memories of childhood. As Sally browses, we’re transported into a heart-warming montage of memories that show the deep bond she shares with her sister, culminating in the perfect gift that ties it all together.

The inclusion of the John Lewis flagship store is a lovely nod to the retailer’s history and adds an extra layer of nostalgia to the ad. For many, that very store represents the magic of Christmas shopping, and seeing it featured as the backdrop of this emotional story is a beautiful touch.

Perhaps the most powerful part of this year’s advert is its soundtrack. Richard Ashcroft’s hauntingly beautiful song “Sonnet” provides the perfect emotional tone, connecting viewers to a sense of nostalgia and love. The song’s wistful, reflective quality elevates the story even further. For anyone who grew up in the '90s, the track will surely stir memories, making it feel like the perfect fit for this year’s Christmas season. The fact that John Lewis has chosen the original track, rather than a cover version, further amplifies the sentimental journey we’re taken on.

Adding another layer of excitement, John Lewis has announced a special competition for budding artists on TikTok, inviting one lucky winner to cover “Sonnet” for a special Christmas Day airing of the advert. The winner will also see their version of the song released officially—a beautiful way to involve the public in the magic of the season, while also supporting the John Lewis Partnership’s Building Happier Futures programme, which helps care-experienced young people.

The advert is a glorious blend of grown-up sentimentality and childlike wonder, and it celebrates the thoughtful process of gifting. As Sally reflects on her memories, we’re reminded that the best presents are not necessarily the ones that come in the biggest boxes, but those that come with the deepest meaning. “The Gifting Hour,” as John Lewis calls it, is the moment when we reach into our hearts to find the perfect gift for someone special.

In terms of visuals, the ad is stunning. From the twinkling lights on Oxford Street to the tender moments between Sally and her sister, every scene is a feast for the eyes. The final moment, where Sally’s sister is reflected in the window as the child from Sally’s memories, will undoubtedly leave a lump in your throat.

With the tagline “The secret to finding the perfect gift? Knowing where to look,” John Lewis has once again reminded us that the best gifts are not just material—they are memories, connections, and the love we share with those closest to us.

In short, this year’s John Lewis Christmas advert is a masterpiece that will leave you feeling nostalgic, emotional, and deeply connected to the joy of giving. It’s a beautiful celebration of the memories we hold dear and a heartfelt reminder that Christmas is truly about the moments we share with the ones we love. So, grab your tissues, because this year, John Lewis has truly captured the magic of the season in a way only they know how.