John Lewis has just unveiled "The Gifting Hour," the high-end department store's highly-anticipated annual holiday ad.
The sentimental spot is the third and final installment in a trilogy of campaigns helmed by global creative agency Saatchi & Saatchi.
It follows "Give Knowingly," the trilogy's second chapter which was released just last week in anticipation of Black Friday.
View this post on Instagram
In a statement, Saatchi & Saatchi Chief Creative Officer Franki Goodwin explained how John Lewis' famous holiday ads have evolved to show more humanity to connect better with its customers.
The hero spot takes viewers on a whimsical journey to find the perfect gift, set to the 1998 song "Sonnet" by The Verve.
Richard Ashcroft, the iconic British band's lead singer, will also play a role in the campaign which will see John Lewis conducting a nationwide talent search on TikTok for aspiring musicians to cover the song.
@johnlewis It's your time to shine 💫 Find full T&C’s here - https://www.johnlewis.com/customer-services/shopping-with-us/terms-and-conditions#jlxmascomp24 #mysonnet ♬ original sound - John Lewis
The winning singer, chosen by Ashcroft and a panel of judges, will be given the chance to cover "Sonnet" in a special version of the ad that will be aired on Christmas Day.
Additionally, the winner will receive a professional recording session, Ashcroft show tickets, and a John Lewis shopping spree. The cover single will also be released by music publisher BMG.
John Lewis continues to redefine the Christmas advert tradition, working with a top creative agency to seamlessly blend nostalgia with fresh, innovative twists.
A Journey to the Past
The two-minute film opens with Sally in the middle of a mad rush at a John Lewis store, trying to find a Christmas present for her sister.
Digging through the racks at John Lewis, she discovers a hidden passageway behind the rows of dresses.
She steps in, curiously following the mysterious path that eventually brings her to the attic of her childhood home.
Her journey continues, transporting her across time, through significant moments of her sister's life.
@johnlewis The Gifting Hour. Do you know where to look? 👀 🎁 #TheGiftingHour ♬ original sound - John Lewis
As Sally watches her sister grow up from a child into a teenager, she slowly realizes exactly what gift to get her.
The spot ends with Sally walking out of John Lewis to meet her sister, present in hand.
The two share an emotional hug before walking off together, reinforcing the message of fostering deeper emotional connections through the cycle of giving.
The video has since garnered 4.4 million views on TikTok alone.
It is a busy time for agencies as brands take advantage of the holiday season to promote their products. Last month, Saatchi & Saatchi London helmed a cinematic spot by mobile network operating company EE.
