John Lewis has released a memory-strewn tear-jerker, following a woman frantically buying a last-minute gift for her sister, for its highly-anticipated Christmas advert. The Gifting Hour opens with heroine Sally running into the retailer’s Oxford Street flagship store, the first time a John Lewis store has appeared in its Christmas ad, 15 minutes before closing time. Falling through a rack of dresses, she steps into the attic of her childhood home, and begins a journey through her memories of growing up with her sister as she searches for a thoughtful present.
Returning to reality, Sally meets her sister outside the store with her wrapped gift, and as they walk away her sister is reflected in the John Lewis window as the child from her memories. (Image: John Lewis) Richard Ashcroft, the former Verve frontman, provides the soundtrack with his song Sonnet from his Acoustic Hymns album, a departure from previous John Lewis ads that have often featured covers. This year, the retailer is holding a competition on TikTok to find an aspiring artist to cover the song, with the help of Ashcroft and record label BMG.
The winner will record their own version of Sonnet, which will feature in a special Christmas Day airing of the ad on TV, and the track will be officially released by BMG. The two-minute TV advert, created by Saatchi & Saatchi and the third in a trilogy, ends with the strapline: “The secret to finding the perfect gift? Knowing where to look.” John Lewis customer direc.