Cute furry characters, aliens and fire breathing dragons did not make the cut in this year’s John Lewis Christms ad by Saatchi & Saatchi. One aspiring musician also has the chance to become the next John Lewis cover star.
Christmas has officially arrived now that the John Lewis ad launched in the UK overnight. The new spot transports viewers on an emotional, magical and somewhat frenetic journey to find the perfect Christmas gift.
In the ad, the heroine, Sally, has left it a little late to find the right gift for her sister this year and races into a John Lewis store at closing time.
She then falls through a rack of dresses and is transported to a fantastical world, landing in the attic of her childhood home and going on a trip down memory lane.
Sally finds a photo album with pictures of her and her sister as young kids, and then her sister pops up wearing a Sheriff’s hat. Sally goes through more childhood memories including watching her teenaged sister kiss a boy, ice skating (see below) and playing games when she was pregnant before returning back to reality and a John Lewis store where she finds the perfect gift just in the nick of time.
Sally then heads outside and has a special moment with her sister before the pair walk away and we see her kid sister reflected in the John Lewis window.
Sally isn’t the only star of the spot. Richard Ashcroft (pictured below), the former lead singer of The Verve, provides the music backdrop with his powerful and poignant song Sonnet – a proper 90s banger – from his Acoustic Hymns Vol.1 Album.
John Lewis is offering aspiring musicians a chance to become the next John Lewis cover star by recovering a cover track for the ad that will run at Christmas.
£3,000 John Lewis shopping spree, and tickets to a Richard Ashcroft headline show in 2025.
John Lewis customer director Charlotte Lock said: “The secret to finding the perfect gift is knowing where to look. 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.
“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.”
Saatchi’s different direction
Saatchi & Saatchi Francois Rousselet directed the ad and Franki Goodwin was the chief creative officer. The ad takes a notable turn from the classic John Lewis Christmas ad formula of creating a cute, furry or quirky character who befriends a child and goes on an adventure.
“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,” she said.
“The Gifting Hour is a glorious visual and emotional feast which is both grown-up 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 we’ve not chosen a cover version really leans into the nostalgia. We are delighted, however, to invite the nation to cover the track for Christmas day, in a wonderful twist on the magic John Lewis formula.”
It’s Saatchi’s second John Lewis Christmas ad for the agency since taking over creative duties from Adam&EveDDB last year. Their first John Lewis spot was Snapper: The Perfect Tree last year (see below).
