What: John Lewis has launched its 2024 Christmas ad, titled The Gifting Hour, which takes a more product-centric approach compared to its usual emotional, mini-movie style.

Why it is important: This shift marks a significant departure from the retailer's traditional blockbuster ads and highlights a focus on showcasing its product range, which could influence how department stores approach holiday marketing by balancing emotion with commercial appeal.

John Lewis has unveiled its 2024 Christmas TV ad, The Gifting Hour, which centres more on its retail offerings than the highly emotional narratives it has been known for in previous years. The ad follows a woman named Sally on a magical journey through memories as she searches for the perfect gift for her sister, with a John Lewis store playing a prominent role. The soundtrack, unlike previous covers of popular songs, features Richard Ashcroft’s original ballad Sonnet. In an innovative twist, the retailer is also launching a nationwide talent search on TikTok, offering aspiring musicians the chance to record their own version of Sonnet for the Christmas Day airing of the ad. This campaign is part of John Lewis’s broader Golden Quarter strategy and is supported by various digital and social media efforts showcasing top gifting products.

John Lewis breaks tradition with product-centric, human-focused Christmas campaign