EXCLUSIVE: John Lewis has introduced a groundbreaking twist with the latest Christmas advert, which will change the life of one lucky member of the public.
The iconic John Lewis Christmas advert is back for 2024, with the retailer focusing on the heartwarming story of two siblings. The ad, entitled The Gifting Hour, takes viewers on a magical journey that follows one sister’s quest for the perfect Christmas gift.
A selection of singers will then be shortlisted, with Ashcroft choosing the winning act, and they will secure a once-in-a-lifetime opportunity to become the next John Lewis cover star. It continues: “Falling through a rack of dresses, she enters a fantastical world. We first see her stumbling out of the wardrobe in the attic of her childhood home and from here we are taken on a whimsical journey through her memories as she searches for the ultimate present, against the clock.
Asked about what was in the box at the end, she revealed this had been deliberately left up to interpretation as “the right gift for one person is totally different from the right gift for another person”. Meanwhile, Chief Creative Officer at Saatchi & Saatchi Franki Goodwin explained to Reach that the new competition was a kind of “gift” from John Lewis to its customers this year.
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