John Lewis Holiday Advert Receives Mixed Reception

Do its fantasy stylings fall flat?

For the second year running, fantasy informs John Lewis’ holiday campaign, though this year’s installment bears little resemblance to the brand’s offering from 12 months ago.

Dark (and somewhat goofy) themes surfaced in 2023, with a sinister Little Shop of Horrors-style Xmas tree dividing viewers on the merits of the enterprise.

Today, all hints of menace and merry mayhem are gone, replaced by Narnian time-trippery as we follow a tale of two sisters. They revel in nostalgia, gifting and all-caps FEELS. Richard Ashcroft’s intense acoustic version of ’90s fave “Sonnet”—which he originally recorded with The Verve—provides the soundtrack.

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“Sonnet” also plays into a TikTok competition. Folks are invited to upload their takes. The winning rendition will grace a version the spot airing on Dec. 25.

There’s one way the work does mirror John Lewis’ campaign from 2023: it’s triggered an avalanche of mixed reviews. Some find the storytelling disjointed and the approach disappointing. Others praise a poignant, poetic return to form.

What strikes us, mostly, are the all-caps RETAIL flourishes. Fitting for a retailer. But JL’s Yuletide ads are so eagerly anticipated, we hold the brand to a higher standard.

Here, a John Lewis store takes center stage, complete with conspicuous signage. The notion of seasonal spending rings out like solstice bells. Yes, such vibes drive most Christmas commercials. But again, we hold the brand to a higher standard.

Crafted by Saatchi & Saatchi London and Riff Raff director Francois Rousselet, the narrative does succeed at vividly illustrating notions of memory, family and human connection. Once our heroine slips through a display of dresses, slices of her life unfold in compelling hues of white, green and red.

Indeed, for many, the holidays provide important signposts. We often recall events around EOY most vividly. Those impressions tend to echo a tad louder than others. They achieve a special resonance.

This work nods in that direction, with wintry scenes and festive lights mixing joy with melancholy. The moodiness reverberates. There’s an uneasy—though not unhappy—atmosphere, a reverie that should prove instantly relatable for anyone who’s passed puberty.

Alas, a distracting sales message surfaces in lines like “The secret to finding the perfect gift? Knowing where to look.” This undercuts the ad’s considerable artistry—and makes it less effective as a marketing tool.

They want it both ways, brazenly luring shoppers while spinning a transcendent tale with deeper meaning.

Ultimately, though, we unwrap something less than the sum of its parts.