John Lewis Christmas Ad Ventures Into Relatable Territory

British retailer John Lewis’ Christmas ad, long considered the unofficial start of the holiday season in the U.K., goes in a different direction this year by depicting an everyday, familial kind of festive magic.

On Thursday (Nov. 14), John Lewis released “The Gifting Hour,” the second Christmas campaign by agency Saatchi & Saatchi, which took over the account from adam&eveDDB in 2023. 

The nostalgic ad is a tale of two sisters. When a woman visits a John Lewis store in a frantic search for a last-minute Christmas gift for her sister, she stumbles through a magical portal that takes her on a journey through memories of the siblings. 

There are surreal elements in the film, directed by famed music video and commercial director Francois Rousselet, as the woman recalls moments with her sister through the lens of childhood and adolescence. She ends back in the real world, having finally decided on the right gift, and meets her sister outside the store. 

The concluding line says: “The secret to finding the perfect gift? Knowing where to look.” 

For the first time this year, John Lewis created a three-part ad series culminating with this Christmas spot. 

The first instalment, which debuted in September, revived the brand’s longtime tagline, “Never knowingly undersold,” and used the store window as a visual metaphor for John Lewis’ evolution over the past century. 

Part two, released earlier this month, was a product-focused spot showcasing the retailer’s top 100 gifts of the season and reminding customers to “Give knowingly.” 

The final part of the trilogy spotlights the giver, empathizing with the stressful process of thoughtful gifting, said Charlotte Lock, customer director for John Lewis. In another first for its Christmas advertising, the store takes a starring role in the commercial.