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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?
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13. 2019 - Edgar The Dragon
Bastille's cover of REO Speedwagon classic 'Can't Fight This Feeling' provides the music for this advert about a young dragon who can't stop accidentally setting things on fire and ruining the festive season. A young girl gifts him a Christmas pudding which he lights, maing friends with the previously fed-up villagers. | John Lewis
14. 2020 - Give A Little Love
This was the year of lockdown Christmas and John Lewis acknowledged this with an advert featuring eight of the kinds of random acts of kindness that got many of us through the pandemic. The song was also a bit different with Celeste providing her own track, 'A Little Love'. | John Lewis
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15. 2021 - Unexpected Guest
An alient who crash-lands on Earth falls in love with a boy who teaches her about Christmas traditions. His first kiss is followed by having to say goodbye to his extraterrestrial crush, a light-up jumper providing a suitable leaving gift. Lola Young sings a cover of Phil Oakey's 'Electric Dreams' as the story plays out. | John Lewis
16. 2022: The Beginner
The unlikley duo of Postmodern Jukebox and Puddles Pity Party provided the song in 2022 - a cover of Blink-182's 'All the Small Things'. A man tries, and repeatedly fails, to master the art of skateboarding. The sob-inducing reveal is that he's only doing it to find common ground with his new foster child. | John Lewis