Today, John Lewis launched its eagerly anticipated Christmas advert, highlighting sisterly bonds and a nostalgic 1990s Britpop theme.
- The festive campaign will debut on social media, with a TV premiere on ITV’s Coronation Street and further airings on Channel 4.
- The advert showcases a young woman’s poignant journey in search of the perfect gift, set against Richard Ashcroft’s music.
- In a move away from its pricing pledge, the advert focuses on emotional resonance with audiences this holiday season.
- A TikTok talent hunt offers aspiring musicians a chance to feature in a special Christmas airing, with proceeds benefiting charity.
The John Lewis Partnership has unveiled its annual Christmas advert, a staple of the holiday season now known for its emotional storytelling and cultural references. This year’s campaign pays homage to the deep connections between siblings and weaves in the vibrant backdrop of 1990s Britpop, stirred by the emotive soundscape of Richard Ashcroft’s ‘Sonnet.’
Scheduled to premiere on social media, this two-minute visual narrative will make its television debut during a widely watched spot in ‘Coronation Street,’ and will also feature on ‘Gogglebox’ and ‘The Last Leg.’ By moving away from its historically known ‘Never knowingly undersold’ slogan, John Lewis aims to strike a chord with sentiments rather than sensibilities, positioning the advert as an ode to familial ties.
Charlotte Lock, customer director, notes this conscious pivot towards emotional connection as a strategic decision: ‘This year, the John Lewis Christmas advert features an original song rather than a cover track, providing an opportunity for audiences to engage on a more personal level.‘
The advert’s launch coincides with an innovative competition centered around the TikTok platform. Aspiring artists are invited to present their renditions of ‘Sonnet,’ with a winner selected by Richard Ashcroft alongside other judges. The winning performance will not only receive professional recording treatment but will also be released under BMG, with all proceeds directed to Building Happier Futures charity.
In addition to a charitable contribution, the winner is poised to receive a £3,000 shopping voucher and an exclusive opportunity to attend a Richard Ashcroft concert in 2025, further enriching the appeal of this festive initiative.
This initiative encapsulates John Lewis’s strategic marketing shift, focusing on community engagement and cultural resonance during a pivotal shopping period. Participants are encouraged to use the branded TikTok filter and hashtag #MySonnet to increase their entries’ visibility.
John Lewis’s 2024 Christmas campaign interlaces emotional storytelling with community involvement, setting the stage for a memorable festive engagement.
