John Lewis has released its much-awaited Christmas 2024 advert which focuses on a sister’s quest to find the perfect gift.
It is set to the soundtrack of Richard Ashcroft’s Sonnet, ‘The Gifting Hour’ and follows Sally dashing into John Lewis’ Oxford Street store on the hunt for a last-minute Christmas present for her sister.
Falling through a rack of dresses, she enters a fantastical world and stumbles out of the wardrobe in the attic of her childhood home.
The ad is the third instalment of the department store’s Golden Quarter campaign that showcases it as a gifting destination.
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.”
