John Lewis Christmas advert 2024 LIVE: Retail giant reveals festive video featuring Richard Ashcroft song
IT’S finally here! Watch the John Lewis Christmas advert.
The two-minute ad is about a woman's desperate search to find the perfect gift for her sister.
The soundtrack is by Verve frontman Richard Ashcroft - and it’s the first time that John Lewis has featured one of its shops.
The blockbuster advert is widely viewed as the advertising event of the year and for many of us it signals the start of the festive season.
You can follow all the latest updates in our blog below...
Goodbye for now...
That's all from us for this year. Have a Merry Christmas and enjoy all the ads!
When is the second Waitrose ad coming out?
Waitrose has already unveiled the first of its two Christmas ads.
The posh supermarket chain has been tight-lipped on an exact date the second ad will be released though.
All it has said is that the dessert thief will be unveiled in a 60-second clip later this month.
When will the John Lewis ad air on television?
It will air first on John Lewis’ social media platforms at 8am tomorrow, but MyJohnLewis members can watch it from 8am on the John Lewis website.
It will be broadcast on TV during the ad break for Coronation Street on ITV at 8.45pm on Friday November 15.
Who is Richard Ashcroft?
Richard Ashcroft is better known as the lead singer of rock group The Verve, who surged to popularity in the 1990s with songs like "Sonnet", "Lucky Man" and "Bitter Sweet Symphony".
Ashcroft, born in Wigan in 1971, has since launched a successful solo career, releasing his first single "A Song for the Lovers" in 2000.
The singer-songwriter is married to Kate Radley, former member of English rock band Spiritualized.
In July 2021, Ashcroft made headlines after refusing to play a festival that became part of the government's pilot events programme amid the Covid-19 pandemic.
Not all shoppers keen on Christmas ad
Now, for some of the not-so-good feedback from shoppers on the ad...
Posting on Facebook, one baffled viewer said: "Sorry John Lewis but it’s a definite NO from me. Don’t understand what’s going on."
A second chimed in: "Too complicated for me this year."
A third, rather more bluntly put it: "Disappointed is an understatement."
Reaction to John Lewis ad streams in
Hundreds of shoppers have been reacting to John Lewis' 2024 Christmas ad on Facebook and X, formerly Twitter.
It's a mixed bag, with some loving the clip while others aren't so keen on the two-minute ad. First, the positive reactions...
One said on X: "Absolutely love this! Creative and beautifully done <3 Totally pulled on my heart strings."
Another said: "Love the song as well as the optics. Nice choice. A bit of Richard Ashcroft."
A third chipped in: "Absolutely beautiful well done to whoever made this one."
How many John Lewis Christmas adverts have there been?
Every year Brits eagerly await the John Lewis Christmas advert.
But how many have there been until now?
Well, here is a full list:
- 2007: Shadows
- 2008: From Me To You
- 2009: Sweet Child Of Mine
- 2010: A Tribute to Givers
- 2011: The Long Wait
- 2012: The Journey
- 2013: The Bear and the Hare
- 2014: Monty the Penguin
- 2015: Man on the Moon
- 2016: Buster the Boxer
- 2017: Moz the Monster
- 2018: The Boy and the Piano
- 2019: Excitable Edgar
- 2020: Give a Little Love
- 2021: Unexpected Guest
- 2022: The Beginner
- 2023: Snapper: The Perfect Tree
- 2024: The Gifting Hour
How much does the John Lewis ad cost to make?
The John Lewis Christmas ad is widely considered the biggest advertising event of the year - and signals that the run up to the festive season has begun.
In previous years it has spent up to £7million on making and promoting the advert.
This year it says it spent a similar amount - but certainly not more.
Every song to appear in John Lewis Christmas ads over the years
Every year, Brits tune in to see John Lewis’s famed Christmas adverts.
From beautiful visuals to heartwrenching stories, every advert has much to love.
But more than anything, the songs take centre stage.
With that in mind, here is every song to appear in a John Lewis Christmas ad over the years.
- 2007: Prokofiev’s morning serenade from Romeo and Juliet.
- 2008: ‘From Me to You’ by The Beatles, sung by John Lewis employees
- 2009: ‘Sweet Child o’ Mine’ by Guns N’ Roses, sung by Taken by Trees
- 2010: ‘Your Song’ by Elton John, sung by Ellie Goulding
- 2011: ‘Please, Please, Please, Let Me Get What I Want’ by The Smiths, sung by Slow Moving Millie
- 2012: ‘The Power of Love’ by Frankie Goes to Hollywood, sung by Gabrielle Aplin
- 2013: ‘Somewhere Only We Know’ by Keane, covered by Lily Allen
- 2014: ‘Real Love’ by John Lennon, sung by Tom Odell
- 2015: ‘Half the World Away’ by Oasis, sung by Aurora
- 2016: ‘One Day I’ll Fly Away’ by Randy Crawford, sung by Vaults
- 2017: ‘Golden Slumbers’ by The Beatles, sung by Elbow
- 2018: ‘Your Song’ by Elton John
- 2019: ‘Can’t Fight this Feeling’ by REO Speedwagon, sung by Bastille and the London Contemporary Orchestra
- 2020: ‘A Little Love’ by Celeste
- 2021: ‘Together in Electric Dreams’ by Lola Young
- 2022: 'All The Small Things' by Michael Geier
- 2023: 'Festa' by Andrea Bocelli
- 2024: Sonnet by The Verve
The Sun's verdict on this year's ad
The Sun's Head of Consumer Tara Evans has her say.
I think this advert might be a grower for many people because it really didn’t grab me after the first viewing.
I was one of the first journalists to watch it earlier this week and at first I wasn’t blown away immediately.
I found the way it jumped through different Christmas memories a little hard to follow.
But I do love the message it is trying to convey.
Who features on the 2024 John Lewis ad soundtrack?
The John Lewis advert soundtrack is often as highly anticipated as the storyline itself.
The soundtrack is a little different this year.
John Lewis is famous for using covers of popular songs for its advert - but this year it’s Sonnet by The Verve.
It’s one of the nods to the 90s, which is a major theme this year.
Watch the John Lewis advert
The retail giant has finally revealed its two-minute long advert. Watch it below!
What is the 2024 John Lewis ad called?
John Lewis has gone back to basics with its Christmas advert this year with a magical tale about finding the perfect gift for a loved one.
The two minute ad is called The Gifting Hour and follows a woman's last-minute dash to find a gift for her sister.
What is this year's John Lewis Christmas ad about?
The advert, created by Saatchi & Saatchi, follows the woman, Sally, rushing into a John Lewis store looking for a last minute gift.
The beginning is reminiscent of a Christmas film but Sally quickly enters a fantastical world, where she journeys through childhood memories looking for clues to help her pick the best present.
She sees her sister as a child at Christmas, fighting with her as a teenager and as a pregnant mum-to-be.
The scenes represent the thought process that goes through your head when you’re thinking about buying a gift at Christmas.
She returns back to reality once she has found the gift, which is ready and wrapped and shares a special moment with her sister.
It ends with the strapline: “The secret to finding the perfect gift? Knowing where to look”.
Waitrose Christmas ad
Waitrose has pulled out all the stops with a start-studded cast for its advert this year.
The upmarket retailer has released the advert in two parts and focuses on the mystery theft of a festive pudding.
The first part features an ensemble cast including Matthew Macfadyen of "Succession", comedian Joe Wilkinson from "Afterlife" and Rakhee Thakrar of "Sex Education".
Sian Clifford from "Fleabag", Dustin Demri-Burns of "Slow Horses" and Eryl Maynard of "Agatha Christie’s Miss Marple" also make an appearance.
But shoppers will have to wait to find out who pinched the dessert until later this month when Waitrose releases its second ad.
The 60-second clip will reveal the culprit behind the theft of the dessert, as the supermarket wraps up the campaign.
Our favourite John Lewis adverts
Consumer features editor and consumer champion Laura Purkess said: "I’ve always loved the 2013 'the bear and the hare' advert.
"In it the bear hibernates and has never seen Christmas.
"I like it because of the amazing cover of somewhere only we know by Lily Allen, and also as it’s so heartwarming when the bear sees Christmas for the first time.
"I was then blown away when the 2014 advert where the little boy buys a girl penguin for his male toy penguin for Christmas and they come to life brought me to tears.
"That’s been my favourite ever since, as it reminded me of when I was a child and my stuffed toys were real for me and I wanted to make them happy - I tear up thinking about it now!
"None of John Lewis’s adverts have made me feel the same since, I think those few years really captured the magic."
Our favourite John Lewis adverts
Consumer reporter Sam Walker said: "My favourite John Lewis Christmas ad is the 2013 release.
The soundtrack to the advert is "Somewhere Only We Know", sung by Lily Allen but originally created by pop rock quartet Keane.
The basic premise of the two-minute video is simple - a hare and bear on the hunt for an epic Christmas tree.
It's not a concept you think would make you feel sentimental, but surprisingly it does.
The emotional and sullen look on the hare as they travel miles to find the Christmas tree backed by the music make for a memorable Christmas ad.
What happens in the Morrisons Christmas ad?
MORRISONS has brought back its singing oven gloves, only this time, there’s more of them.
Set to the catchy tune of Bugsy Malone track You Give A Little Love, the music is performed by a choir of 26 Morrisons staff.
The gloves, now fully animated, sing in support of the nation’s family chefs as they prepare an array of indulgent Christmas dishes.
The 60-second advert made its debut during an episode of Coronation Street.
Red bows from the advert are sure to sell out
In one image from the advert we can see a John Lewis shop front decorated with large red bows.
Shoppers can get their hands on the decorations now as they're available on the department store's website.
You can pick one up for £12 or there's a smaller sequin version for just £6.
But act fast as they're sure to sell out as soon as the advert airs.
Get your hands on the cassette bauble from the advert
In the John Lewis advert we see a red bauble in the shape of a cassette tape.
The decoration has already sold out online, despite the advert not even airing yet.
It costs £8 and would be perfect for anyone born in the 1990s.
Enter your email on the John Lewis website to be notified when it comes back in stock.
What was the 2020 John Lewis Christmas advert?
At the peak of the pandemic John Lewis encouraged Brits to do something nice for each other in its Christmas advert.
In total there were nine acts of kindness featured, helping to form a chain of joy and happiness.
The two minute advert featured different forms of moving art - from animation and claymation to CGI and cinematography.
Eight artists helped make the different scenes, including Chris Hopewell, who created music videos for Radiohead.
John Lewis said it wanted to support the creative industry, which was one of the hardest hit during the pandemic.
What happens in the Lidl Christmas advert?
THE Lidl Christmas advert tells a heartwarming tale of a little girl who, after helping an elderly woman, makes a wish to share her Lidl woolly hat with a boy she noticed earlier, who looked cold.
This touching gesture embodies Lidl’s message of sharing the magic this Christmas.
It also highlights the return of Lidl Toy Banks, with the aim of collecting and distributing more than 100,000 toys donated by customers to needy children.
Freemans Christmas advert
The Freemans Christmas advert features a catchy tune that will have you singing away after the adverts have finished.
Sophie Ellis Bextor's catchy song, Freedom Of The Night, is the highlight - with the singer herself making an appearance as part of the Style Squad.
Sophie rocks up on doorsteps delivering Christmas presents for the exclusively online brand.
It's a simple ad which will appeal to grown-ups.
Where was the Christmas advert filmed?
This year's advert was filmed in the flagship John Lewis store on Oxford Street.
It is the first Christmas advert in 17 years to be filmed in a John Lewis shop.
The department store had a multi-million pound makeover earlier this year after the retailer invested £6.5million.
Inside there's an opticians, Clarins spa, Blink Brow Bar and piercing studio.
Pictures from the John Lewis advert released
It is only a few hours until the John Lewis advert is released but fans can see images from it now.
The two minute ad is called The Gifting Hour and follows a sister’s last-minute dash to find a gift for her sister.
It is the first time that one of John Lewis’ 34 shops has featured in the advert.
The mini-film was shot in John Lewis’ flagship store on Oxford Street during an overnight shoot back in October.
In it the sisters travel back and forward in time through the years of their lives.