John Lewis' heartfelt Christmas ad sparks mixed reactions and confusion

[Serendipia]

Image: John Lewis

 

John Lewis has released the final chapter of its festive advert trilogy for 2024, titled The Gifting Hour. Departing from the whimsical characters of recent years—such as last year’s playful Venus flytrap—this year’s narrative takes a more touching approach, centering on family bonds and the art of heartfelt gift-giving. 

 

 

The story follows Sally, a young woman desperate to find the perfect gift for her sister Lauren before John Lewis’ Oxford Street store closes in 15 minutes. Her frantic search leads her through a magical portal in their childhood home’s attic, where she embarks on a nostalgic journey through time. Through this wardrobe-like passage, Sally relives precious moments with Lauren, from their playful childhood adventures to significant milestones in adulthood. The journey takes an emotional turn when Sally unexpectedly encounters their late mother, sharing a brief but touching festive moment that tugs at the heartstrings.

 

The music further amplifies the advert’s emotional pull, featuring an acoustic rendition of Sonnet by The Verve, performed by frontman Richard Ashcroft himself. The song’s tender lyrics and Ashcroft’s emotive delivery underscore the themes of love and remembrance, enriching the advert’s narrative arc.

The ad has received mixed reactions from viewers. Many praise its touching portrayal of sisterly love and gentle reminder about family bonds, while others miss the imaginative spirit of previous campaigns and find the narrative somewhat confusing. Yet its ability to spark meaningful discussions and stir emotions among audiences proves its lasting impact.

 

John Lewis has also launched a unique TikTok competition to engage a broader audience to coincide with the ad. Aspiring musicians are invited to record their own cover of Sonnet, with the winning version set to air during a special Christmas Day broadcast. The competition, judged by Ashcroft and a panel of experts, offers the victor a professional recording session, the release of their single by BMG (with proceeds supporting the Building Happier Futures charity), a £3,000 shopping spree at John Lewis, and tickets to a Richard Ashcroft concert next year.

 

The Gifting Hour serves as a reminder that the most meaningful gifts are not defined by their material value but by the memories and love they represent. As the advert thoughtfully states, “The secret to finding the perfect gift? Knowing where to look.”

 

 

• https://www.thedrum.com/news/2024/11/14/ad-the-day-sister-travels-through-lifetime-memories-john-lewis-christmas-film
• https://www.theguardian.com/media/2024/nov/14/john-lewis-christmas-advert-gifting-hour
• https://www.nme.com/news/music/john-lewis-2024-christmas-ad-richard-ashcroft-covering-the-verve-sonnet-3812679
• https://www.independent.co.uk/life-style/john-lewis-christmas-advert-2024-b2646361.html