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The 2024 John Lewis Christmas advert is here, arriving just in time to tug on viewer’s heartstrings - and encourage them to hit the shops.
The highly anticipated advert follows Sally, our heroine, as she frantically attempts to find a Christmas present for her sister 15 minutes before the brand’s flagship London store closes. As she looks, she falls through a dress rack only to end up in the attic of her childhood home, tumbling through memories of growing up with her sister. It ends with Sally meeting her sister outside the shop, perfectly wrapped gift in hand.
Called The Gifting Hour, the advert is soundtracked by The Verve frontman Richard Ashcroft’s original song ‘Sonnet’ from his Acoustic Hymns album.
It’s a departure from previous John Lewis ads which often feature covers, with the retailer holding a competition on TikTok to find an aspiring artist to cover the song, with the help of Ashcroft and record label BMG. The winner will record their own version of ‘Sonnet’ which will appear in a special Christmas Day edition of the ad on TV, with the track to be officially released.
John Lewis’ Christmas adverts have been a festive tradition in the UK for more than a decade, dating back to 2007. As such, there is plenty of debate surrounding which is best.
As a reminder of those which came before, here are all 18 of John Lewis’ Christmas adverts. What is your favourite?
5. 2011 - The Long Wait
John Lewis went straight to the tear ducts for their 2011 advert soundtracked by Slow Moving Millie's cover of The Smiths' 'Please, Please, Please Let Me Get What I Want'. A child is impatient to get to Christmas, but it turns out that it's because he selflessly can't wait to give a gift to his parents. Sniff. | John Lewis
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6. 2012 - The Journey
Frankie Goes To Hollywood's Christmas-song-that's-not-really-a-Christmas-song 'The Power of Love' was covered by Gabrielle Aplin for this story of a snowman who goes on an epic quest to get the perfect gift for his wife. The advert was a hit, as was the song - which promptly went to number one. | John Lewis
7. 2013 - The Bear And The Hare
Now known for her feet as well as her music, the ad men drafted in Lily Allen to add some festive sparkle to Keane's 'Somewhere Only We Know'. A bear who usually hibernates through the festive season wakes up just in time to spend Christmas with his best friend Hare and a range of other woodland creatures. | John Lewis
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8. 2014 - Monty The Penguin
A pet penguin is desperate to find true love, bingeing on romantic movies and gazing in wonder at happy couples. The small boy who owns him orders him a bride for Christmas, but it turns out Monty's actually a cuddly toy brought to life by the magic of imagination. Tom Odell provides the song - a cover of John Lennon's 'Real Love'. | John Lewis