John Lewis opts for heartwarming nostalgia in their latest Christmas ad, featuring a whimsical Narnia-inspired journey.
- The campaign focuses on a woman’s search for a special gift, using a Narnia-style hidden door as a key element.
- Richard Ashcroft’s original song “Sonnet” provides the nostalgic soundtrack, deviating from previous cover track choices.
- John Lewis invites musicians to reinterpret “Sonnet” on TikTok, with the winner’s version airing on Christmas Day.
- The campaign, created by Saatchi & Saatchi, celebrates thoughtful gift-giving and highlights the charm of in-store shopping.
John Lewis has chosen to reconnect with tradition for their new Christmas advertisement. This year’s campaign departs from previous themes of fantastical elements such as space travel and opts instead for a more heartwarming narrative. The ad tells the story of a woman who embarks on a whimsical journey reminiscent of Narnia as she searches for the perfect gift for her sister.
A key feature of the ad is a magical door hidden within the department store, reminiscent of the classic Narnia tale. This element is expected to engage children’s imaginations, prompting them to explore with a sense of wonder as they look for their own hidden world amidst racks of coats and dresses.
Enhancing the nostalgic feel of the advertisement, Richard Ashcroft’s ‘Sonnet’ plays as the soundtrack. Notably, this version is an original recording by Ashcroft himself, a shift from the brand’s usual practice of using cover songs. This change is intended to evoke a sense of nostalgia in viewers, particularly those who have fond memories of the 90s.
In an innovative move to engage audiences, John Lewis has launched a TikTok competition encouraging upcoming musicians to offer their reinterpretations of ‘Sonnet.’ The winner’s rendition will be featured in the ad scheduled for Christmas Day, and the song will also be released as a charity single. This initiative offers a platform for diverse musical expression, whether artists prefer pop, indie, country, or R&B styles.
Charlotte Lock, Customer Director for John Lewis, emphasized the importance of the store’s physical presence, noting that their shops are central to the Christmas shopping experience. This year, the store itself plays a prominent role in the advertisement, reflecting the joy and tradition associated with finding meaningful gifts during the holiday season.
Franki Goodwin from Saatchi & Saatchi expressed confidence that viewers will relate to the protagonist’s quest for the ideal gift. The campaign, described as both an emotional and visual experience, uses the soundtrack to deepen the nostalgic connection for audiences who remember the 90s fondly.
John Lewis’s Christmas campaign successfully intertwines nostalgia with modern engagement, highlighting heartfelt gift-giving.
