John Lewis has unveiled its eagerly anticipated 2024 Christmas advert, featuring Richard Ashcroft's powerful track "Sonnet" from his Acoustic Hymns Vol.1 Album.
The two-minute advertisement follows Sally, who rushes into a John Lewis store at closing time searching for the perfect gift for her sister.
After falling through a rack of dresses, she enters a magical world through a wardrobe in her childhood home's attic.
The whimsical journey through her memories culminates in finding the ideal present, with a touching moment between Sally and her sister outside the store.
The campaign's strapline reads: "The secret to finding the perfect gift? Knowing where to look."
In a groundbreaking move, John Lewis is launching a nationwide talent search on TikTok, inviting aspiring musicians to create their own version of "Sonnet".
The competition, starting November 15, will be accessible through a branded effect on the John Lewis TikTok page using the hashtag #MySonnet.
Participants will compete for the chance to have their cover version featured in a special Christmas Day television broadcast of the advert.
The winner will be selected by Richard Ashcroft himself, alongside a panel of independent judges.
This marks a departure from John Lewis's traditional approach of featuring pre-recorded cover songs in their Christmas advertisements.
The winner will receive an impressive prize package, including a professional recording session with a top producer.
Their cover version will be officially released by BMG, with all proceeds going to the Building Happier Futures charity. The successful artist will also enjoy a £3,000 shopping spree at John Lewis.
Adding to the prize bundle, the winner will receive tickets to see Richard Ashcroft perform at one of his headline shows in 2025.
The competition represents a unique opportunity for undiscovered talent to gain exposure through one of Britain's most celebrated Christmas advertising campaigns.
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Charlotte Lock, Customer Director for John Lewis, said: "The secret to finding the perfect gift is knowing where to look... This year we're offering the nation the chance to put their own stamp on it and become the ultimate cover star."
All proceeds from the winning single will support the John Lewis Partnership's Building Happier Futures programme, helping care-experienced people.
Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, said: "We've all been there—time's running out, and you're still looking for the perfect gift for someone in your life who's impossible to shop for."
"The Gifting Hour is a glorious visual and emotional feast which is both grown-up and childlike at the same time," she added.
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