John Lewis Christmas advert – it’s more than just a commercial; it’s become an annual British tradition, sparking emotional reactions, festive cheer, and national conversation. Each year, as the festive season draws near, people eagerly anticipate the moment John Lewis releases its Christmas ad. From 2007’s debut animated tale to the latest viral sensation, the advert is not only a marketing masterclass but also a social and cultural moment that sets the tone for the holiday season.
With searches on YouTube hitting millions of views within hours, Google exploding with queries like “who sings in the John Lewis Christmas advert 2024?”, “what’s the story behind the ad?”, and Quora buzzing with discussions on themes and tear-jerking moments, it’s clear this isn’t just about retail—it’s storytelling at its most poignant. The advert has even sparked trends across X (formerly Twitter) and Meta, turning fictional characters into household names.
Let’s dive deep into the phenomenon that is the John Lewis Christmas advert—how it started, what makes it so beloved, the public’s response across platforms, and what’s trending in 2024.
Origins of a festive giant
The tradition began in 2007, but it wasn’t until 2011’s “The Long Wait” that the John Lewis Christmas advert became a national talking point. That particular ad, with its unexpected twist and heartwarming sentiment, solidified the brand’s reputation for touching storytelling. Each year since, John Lewis has used a unique blend of nostalgia, emotion, and creativity to tug at the nation’s heartstrings.
Behind the scenes, John Lewis partners with top-tier advertising agencies like adam&eveDDB and enlists music producers to reimagine classic songs with haunting covers. These ingredients create a recipe that balances sentimentality with a festive sparkle.
What people are searching for on YouTube
Every November, YouTube lights up with anticipation as millions flock to see the new release. In 2024, within 24 hours of its launch, the advert titled “Snap” garnered over 8 million views. People are searching for:
“John Lewis Christmas advert 2024 full video”
“Behind the scenes of John Lewis Christmas ad”
“Who sings the song in the John Lewis 2024 ad?”
“Hidden meanings in John Lewis Christmas advert”
Many users head to YouTube not only to watch but also to react. Reaction videos, music cover tributes, and fan theories explode across the platform, especially in the days immediately following the ad’s release. This year, influencers and film reviewers have created “Easter egg” videos, analysing symbols in the ad that hint at broader societal messages.
Trending questions on Google and Quora
Google search data shows spikes each November for phrases like:
“John Lewis Christmas ad actor 2024”
“What is the backstory of the Christmas advertisement for John Lewis?”
“Best John Lewis Christmas adverts ranked”
“Is there a real tale behind the John Lewis advertisement?”
Meanwhile, on Quora, the conversations are more philosophical. Users debate whether the adverts have lost their emotional punch in recent years or become too commercial. Others compare this year’s ad to past hits like “The Bear and the Hare” (2013), “Monty the Penguin” (2014), and “Excitable Edgar” (2019). There’s also interest in how these stories reflect British values—family, kindness, inclusivity, and nostalgia.
One particularly viral Quora thread asked: “Why do the John Lewis Christmas ads make us cry?” Answers ranged from emotional manipulation via music to a clever understanding of the human condition. These ads seem to tap into universal feelings of love, loneliness, generosity, and wonder.
The emotional formula that works every time
While the theme and setting change each year, there’s a tried-and-tested formula that John Lewis follows:
Introduce a relatable character – human or animated, the protagonist often starts off feeling out of place.
Create a narrative arc – a journey unfolds, often filled with small challenges or personal growth.
Deliver a twist or surprise – there’s typically a heartwarming moment that reshapes the narrative.
Use a touching soundtrack – a slowed-down, acoustic or piano version of a beloved classic hits you in the feels.
The 2024 advert “Snap” tells the tale of a lonely origami dragon living in an attic, discovered by a young girl on Christmas Eve. With a haunting version of Elton John’s “Tiny Dancer” sung by rising UK artist Freya Ridings, the ad delivers a message about hidden potential and acceptance.
The power of music
Music is arguably the soul of these adverts. It amplifies the emotion and often becomes a chart-topping single. From Ellie Goulding’s “Your Song” to Aurora’s “Half the World Away”, the musical choices are often as iconic as the visuals.
Within two days of the advertisement’s premiere in 2024, Freya Ridings’ mournful rendition of “Tiny Dancer” rocketed to the top of Spotify’s UK Viral Chart. On TikTok and Instagram Reels, snippets of the song paired with user-made videos—everything from festive decorations to family reunions—have become wildly popular.
X and Meta reactions
Over on X, hashtags like #JohnLewisChristmasAd, #Snap2024, and #TinyDancer have been trending. Users are sharing their tears, their theories, and even their critiques. This year, some of the most well-liked posts include:
“John Lewis has done it again. Why am I crying over a paper dragon? #Snap2024”
“Freya Ridings’ voice was made for this advert. Absolutely perfect. #TinyDancer”
“Am I the only one who didn’t cry this year? Not their best tbh. #JohnLewisChristmasAd”
Meta platforms like Facebook and Instagram are seeing engagement through carousel posts, story polls, and brand collaborations. John Lewis even launched an AR filter on Instagram this year, allowing users to see what they’d look like as an origami dragon—creating even more buzz and user-generated content.
Commercial success and brand power
Let’s not forget the commercial motive. While the adverts are emotional masterpieces, they’re also powerful marketing tools. After the 2023 campaign, John Lewis saw a 17% increase in sales for their featured product line, including the plushie version of the ad’s main character.
For 2024, “Snap” has a full merchandise rollout: origami dragon soft toys, themed children’s pyjamas, Christmas crackers, and even DIY paper dragon kits. These products often sell out within days.
But John Lewis doesn’t stop at merchandising. Each advert is also tied to a charitable cause. This year, part of the proceeds go to Mind, the mental health charity, tying into the advert’s message about feeling unseen and unaccepted.
How it compares to other brands
John Lewis may lead the pack, but it’s not alone. Other UK retailers like Sainsbury’s, Marks & Spencer, and Boots also launch big-budget Christmas ads. However, John Lewis consistently garners the most buzz.
In 2024, while Sainsbury’s opted for a cheeky musical featuring singing vegetables and M&S focused on nostalgia with Dawn French and Stephen Fry, it’s John Lewis that once again stole hearts and headlines. It’s the only brand whose advert gets discussed in Parliament (literally—an MP jokingly referenced “Snap” during a Commons session this year) and is used in school assemblies and creative writing exercises.
Cultural impact beyond the ad
Beyond sparking sales and online conversation, the John Lewis Christmas advert has become part of British culture. It marks the unofficial start of the festive season. Teachers show it in classrooms. Families gather to watch it together. It’s dissected in marketing classes and media studies courses.
It also influences how other brands think about emotional storytelling. In fact, several independent retailers have started releasing their own mini versions—affectionately called “John Lewis dupes”—hoping to capture a fraction of the sentiment and visibility.
What’s next for 2025?
Speculation begins almost immediately after each release. Quora and Reddit are already filled with threads like:
“What animal will be in next year’s John Lewis Christmas ad?”
“Will they finally do a musical-style ad?”
“Should John Lewis go back to real-life stories?”
Industry insiders have hinted that 2025 might see a return to simpler, more grounded storytelling. Early rumours suggest a collaboration with the BBC Natural History Unit, possibly featuring real wildlife with a voiceover narrative.
Final thoughts
John Lewis Christmas advert is more than a marketing moment; it’s a ritual, a reminder of shared humanity, and a reflection of the season’s emotional resonance. While trends and tastes evolve, the core formula—empathy, story, and a touch of magic—continues to win hearts.
Whether you’re watching for the music, the message, or just to feel that warm Christmassy glow, there’s no denying the impact these short films have on the UK’s festive culture. And as long as they keep telling stories that make us laugh, cry, and shop—John Lewis will remain the unchallenged king of Christmas.
FAQs
What Is the Theme of the 2024 John Lewis Christmas Advert?
The 2024 John Lewis Christmas advert, titled “The Gifting Hour”, centers on the bond between two sisters. The narrative follows Sally, who embarks on a last-minute quest to find the perfect gift for her sister, Lauren. Through a magical journey triggered by a hidden door in a John Lewis store, Sally revisits cherished memories, highlighting the importance of thoughtful gift-giving. This year’s advert uniquely features the retailer’s flagship Oxford Street store, emphasizing the joy of in-person Christmas shopping.
Who Performs the Soundtrack for the 2024 Advert?
The advert features an acoustic rendition of “Sonnet” by Richard Ashcroft, the frontman of The Verve. This marks a departure from previous years, where John Lewis often opted for contemporary covers of classic songs. Ashcroft’s version adds a nostalgic and heartfelt layer to the advert’s emotional narrative.
How Has the Public Reacted to the 2024 Advert?
Public reaction to “The Gifting Hour” has been mixed. Some viewers praised its emotional depth and relatable storyline, especially those with siblings. One user commented, “Beautiful advert. More of a simple advert, but with a lovely concept.” However, others found it confusing or underwhelming, with critiques focusing on its pacing and clarity. Despite the varied responses, the advert has successfully sparked widespread discussion on social media platforms.
What Is the Significance of the TikTok Competition Associated with the Advert?
In an innovative move, John Lewis launched a TikTok competition inviting aspiring musicians to cover “Sonnet.” The winning rendition will feature in a special Christmas Day advert, with proceeds from the single supporting care-experienced individuals. This initiative not only engages a younger audience but also reinforces the brand’s commitment to community and charitable causes.
Where Can I Watch the 2024 John Lewis Christmas Advert?
You can watch “The Gifting Hour” on the official John Lewis website or their YouTube channel. The advert also aired during prime-time television slots, including during ITV’s Coronation Street. Its release has been widely covered across various media platforms, making it easily accessible for viewers.
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