John Lewis has launched its much-anticipated Christmas 2024 advertisement, emphasizing sisterhood and 1990s Britpop.
- The advert, scheduled to air on social media and TV, debuts today and follows a young woman’s last-minute gift shopping adventure.
- Set to ‘Sonnet’ by Richard Ashcroft, the advert is the final part of a marketing trilogy, moving away from price-focused messaging.
- John Lewis introduces a TikTok contest, inviting musicians to cover ‘Sonnet’ for a chance to record professionally and support charity.
- Richard Ashcroft and a panel of judges will select the winner, offering prizes including a shopping voucher and concert tickets.
John Lewis has unveiled its Christmas 2024 advertisement, celebrating the themes of sisterhood and 1990s Britpop. The advert was set to premiere on the John Lewis Partnership’s social media channels, with a television debut slated for November 15. It will be broadcast during a commercial break for ITV’s Coronation Street, and subsequently on Channel 4’s Gogglebox and The Last Leg.
Created by Saatchi & Saatchi, the two-minute advert features a young woman who rushes into John Lewis’s Oxford Street store to find a gift for her sister. The narrative unfolds as she reminisces about their complex relationship, against the backdrop of Richard Ashcroft’s ‘Sonnet.’ The track is part of his 2021 album Acoustic Hymns Vol 1, and offers a nostalgic, emotional tone to the advert.
This advertisement concludes a marketing trilogy known as the “golden quarter,” marking it as distinct due to its focus on emotional appeal rather than the company’s “Never knowingly undersold” price promise. Charlotte Lock, John Lewis customer director, explained that the shift was intentional, aiming to connect with the audience on a personal level through storytelling.
In conjunction with the advert, John Lewis launched a talent search on TikTok. Aspiring musicians are invited to create their own versions of ‘Sonnet,’ using the hashtag #MySonnet and a branded John Lewis filter. This competition not only engages consumers creatively but also offers them a chance to have their renditions aired on Christmas Day during a special advertisement slot.
The winner of this competition will be chosen by Richard Ashcroft alongside a panel of independent judges. The prize includes a professional recording session, a release of the cover by BMG, and proceeds benefiting the Building Happier Futures charity. Additional rewards include a £3,000 John Lewis shopping voucher and tickets to a headline show featuring Richard Ashcroft in 2025.
Lock stated, “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.” The initiative not only highlights the advert but also combines public participation with charitable contributions, encouraging a wide range of musical styles and interpretations.
John Lewis combines emotional storytelling with a unique musical contest, enhancing engagement this holiday season.
