Mixed Reactions to John Lewis's 'The Gifting Hour' Christmas Advert
This year’s John Lewis Christmas advert, titled “The Gifting Hour,” has sparked mixed reactions since its release on 14 November 2024. For the first time in its 17-year history, the ad prominently features a John Lewis store, specifically the flagship location on Oxford Street, rather than relying on a narrative that is more abstract or whimsical.
The ad follows a woman named Sally, who is in a rush to find the perfect Christmas gift for her sister, Lauren. As she frantically browses, she falls through a rack of dresses and enters a nostalgic journey, reminiscent of “The Lion, the Witch and the Wardrobe,” where she revisits key moments from their shared past. Set to Richard Ashcroft’s song “Sonnet,” originally by The Verve, the advert aims to highlight the emotional connection and memories tied to gift-giving.
However, the departure from the traditional tear-jerking format has led some viewers to label it “confusing” and “chaotic,” with critiques focusing on its straightforward shopping premise and lack of the usual emotional gravitas. Retail expert Catherine Shuttleworth acknowledged the significance of the Christmas trading period for John Lewis, especially given their previous financial struggles, noting that advertisers will be spending a record amount this festive season to capture consumer attention.
Despite the critical response, some viewers resonate with the ad’s emphasis on familial bonds. Charlotte Lock, John Lewis’s Customer Director, expressed confidence that the advert captures the current mood and the essence of the Christmas shopping experience, aiming for a fresh take on a beloved tradition.
As John Lewis’s Christmas adverts continue to be a significant part of British festive culture, the reception of “The Gifting Hour” underscores a shifting landscape in holiday marketing, where nostalgia and emotional resonance are pitted against the realities of consumer behaviour and retail challenges in the modern economy.
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