has released its much-anticipated Christmas advert for 2024 – with some hailing it the "best in years". The Christmas advert for 2024 is called The Gifting Hour and follows a woman as she takes a trip down memory lane while trying to find a gift for her younger sister. It follows protagonist Sally, an elder sister, rushing into the Oxford Street store 15 minutes before it closes to find her younger sister a Christmas present.
As she looks through a clothes rail of dresses, she stumbles through a Narnia-style wardrobe into an attic, where a younger version of her sister is waiting. A series of memories then follow, including her younger sister dancing with their mum, kissing a boy as a teenager and having a baby in more recent years. After this montage finishes, Sally emerges from the shop holding a pre-wrapped gift and finds her sister outside.
As the camera pulls away, the youngest version of her sister is seen in the shop window. Advertising company are behind the 2024 advert – which puts shopping at the heart of it. This year's offering also marks a departure from the cartoon characters that have featured in several John Lewis Christmas adverts previously.
Charlotte Lock, customer director for John Lewis, said: “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.” A recap of the John Lewis 2023 Christmas advert For 2023, the Christ.
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