Review of John Lewis ‘The Gifting Hour’ Holiday 2024 Ad Campaign by Agency Saatchi & Saatchi
John Lewis’ highly anticipated Christmas ad campaign, created with agency Saatchi & Saatchi, both extends the British department store’s iconic reputation for emotional holiday storytelling while making a bit of a departure from its typical formula to explore more relatable territory.
Titled The Gifting Hour, the cinematic tale focuses on Sally, a woman on a frantic, last-minute quest to find the perfect Christmas gift for her sister, Lauren. This year’s ad blends nostalgia, sentimentality, and the relatable chaos of holiday shopping, set against the evocative soundtrack “Sonnet” by Richard Ashcroft, lead singer of The Verve.
The story begins in the iconic John Lewis store on Oxford Street, where Sally stumbles through a rack of dresses and is transported into a magical world of her own memories. The journey takes viewers through pivotal moments in her life, from childhood sibling mischief to heartfelt teenage and adult experiences, all highlighting her deep bond with her sister. Each memory subtly nods to possible gift ideas, from a cuddly bear to a golden bracelet, adding a touch of whimsy to the practicalities of holiday shopping.
Unlike previous years, the ad skips celebrity cameos and animated mascots, focusing instead on universal themes of connection and family. This year’s campaign is also breaking new ground by running its original soundtrack rather than a cover. However, the retailer is engaging audiences through a TikTok challenge, inviting aspiring musicians to reimagine Sonnet. The winner’s version will debut during a special Christmas Day airing of the ad, with an official release by BMG.
As the countdown to Christmas continues, John Lewis invites viewers to revisit their own family traditions and the people who make the season meaningful. For Sally and Lauren, and for many sisters and families watching, The Gifting Hour is a tribute to the everyday magic of connection and the joy of giving.
Credits
“The Gifting Hour”
Client: John Lewis
JLP Customer Director: Charlotte Lock
Brand Director: Rosie Hanley
Brand Marketing Lead: Katie England
Senior Marketing Manager: Carolyn Timberlake
Marketing Manager: Rebecca Day
Advertising Agency: Saatchi & Saatchi
CCO: Franki Goodwin
CSO: Richard Huntington
COO: Sarah Jenkins
CPO: Jessica Ringshall
Executive Creative Director: Eoin Mclaughlin
Creative Director: Ali Dickinson
Associate Creative Director: Mia Silverman
Head of Planning: Emily Lewis-Keane
Planning Director: Polly Goodman, Shaun Murphy
Business Lead: Rania Kouros
Account Director: Jack Steer
Executive Production Director: Sam Robinson
Executive Producer: Adam Walker
Production Assistant: Mickalah Aldridge
Head of Business Affairs: Charlotte Fisher
Business Affairs Manager: Dan McPhilimey, Liz Staley
Media Buying Agency: OMD Manning Gottlieb
Executive Director: Geraldine Ridgway
Business Director: Melanie Nixon
Account Director: Tabitha Miller
Head of Digital: Danielle Matthee
MG AV: Andrew Matsoukis
MG Social: Phaedra Poulimenou, Elizabeth Papadimitri
MG Programmatic: Charles Pullen, Emma Walters, Lakshay Bhatia
Production Company: Riff Raff
Director: Francois Rousselet
Owner: Matthew Fone
Executive Producer: Jane Tredget
Producer: Jay Lovelock
Production Manager: Katie Keith
DOP: Nicolas Karakatsanis
Production Designer: Alexandre Vivet
Costume Designer: PC Williams
Casting: Kharmel Cochrane
Post-Production Company: ETC
Colorist: Luke Morrison
VFX Supervisor: Alex Snookes
Executive Producer: Antonia Vlasto
Producer: Oscar Wendt
Editing Company: Final Cut
Editor: Amanda James
Producer: Nikki Porter
Sound House: 750MPH
Sound Design: Sam Ashwell, Jake Ashwell & Mark Hellaby
Sound Mix: Sam Ashwell
Head of Production: Olivia Ray
Music: Wake The Town
Music Supervisor: Dom Bastyra