John Lewis has launched its Christmas 2024 advert.

Named ‘The Gifting Hour’, the campaign seeks to position John Lewis as the go-to destination for holiday gifts in the minds of the British public this Christmas.

This marks the third chapter in the department store’s festive series.

The flagship film will be supported by a series of nationwide campaigns spanning out-of-home, social media and print, showcasing some of John Lewis’s most beloved festive gifts.

Charlotte Lock, John Lewis customer director, said: “The secret to finding the perfect gift is knowing where to look. Our ad heroes the thoughtful gift-giver and celebrates ‘the gifting hour’, the moment when you go a little deeper in your heart and in our stores to find something really special and meaningful for the ones you love.

“Our shops are the beating heart of our brand and our customers love the ritual of Christmas shopping there – so we wanted to give the store a starring role in our ad for the first time.”

Saatchi & Saatchi Chief Creative Officer, Franki Goodwin added: “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. That’s why I believe viewers will truly connect with our heroine – as she dives into a rack of dresses, exploring her memories in search of that special gift.

“The Gifting Hour is a glorious visual and emotional feast which is both grown-up and childlike at the same time. Our chosen track, Richard Ashcroft’s – ‘Sonnet’, is a memory for anyone who grew up in the 90s – and the fact we’ve not chosen a cover version really leans into the nostalgia. We are delighted, however, to invite the nation to cover the track for Christmas day, in a wonderful twist on the magic John Lewis formula.”