WATCH: John Lewis unveils its Christmas ad for 2024

John Lewis has unveiled its much-anticipated Christmas advert, continuing its tradition of delivering heartwarming stories for the festive season.

This year's installment, titled The Gifting Hour, embarks on an emotionally charged narrative that blends nostalgia, family bonds, and the search for the perfect present—a poignant reminder of what Christmas is truly about.

The advert, which premieres on social media today and on television on Friday, follows Sally, portrayed by Margaret Clunie, as she races against time to find a meaningful gift for her sister.

Just as the doors of the Oxford Street flagship store prepare to close, Sally arrives, breathless and determined. In a scene reminiscent of The Lion, the Witch and the Wardrobe, she stumbles through a rack of dresses, tumbling into an enchanting world that represents the attic of her childhood home.

This magical realm is where Sally’s journey unfolds—a tapestry of memories and moments shared with her sister. Each scene reveals fragments of their bond: a playful ice-skating mishap, a spirited argument over a borrowed top, and the joy of impending parenthood. The advert’s high point comes when Sally encounters an apparition of their late mother, sharing a fleeting, bittersweet moment that encapsulates the depth of familial love.

In a notable first for the brand, a John Lewis store takes center stage within the campaign, symbolising both the physical and emotional space where the perfect gift can be found.

The soundtrack—a departure from the retailer’s tradition of using cover songs—is Richard Ashcroft’s ballad Sonnet, drawn from his Acoustic Hymns album.

This campaign, the third in a trilogy created by Saatchi & Saatchi, not only celebrates the pursuit of the perfect gift but highlights John Lewis' commitment to its heritage and customer relationships.

The Gifting Hour is set to become one of the retailer’s most cherished holiday campaigns. This return to form, highlighted by its tender look at family, memory, and the essence of giving, reaffirms John Lewis’ place at the heart of the British Christmas tradition.