I was honestly on the fence about whether or not to post this piece at the end of last week or the beginning of this one, but I thought I’d give myself the weekend to let this one sit with me and I’m glad I did.

On first viewing, I was just as disappointed as everyone else with “The Gifting Hour”, but a handful of times and a few pub-based discussions later, I came to the conclusion that it’s about time we had a John Lewis ad that was actually about…well… John Lewis.

Great Expectations

It appears to have become an annual tradition in recent years for audiences to dissect and dismiss the John Lewis Christmas ad and, this year at least, I actively disagree. In fact, I’d go as far as saying this year’s spot from Saatchi & Saatchi is perhaps the most effective John Lewis Christmas ad in years.

Art, you see, isn’t meant to be easy and it’s not meant to be immediate. It’s meant to latch onto you in some profound way and grow with you. Nobody could honestly say last year’s bizarre ad hit that emotional trigger that had become synonymous with the annual ad drop. This year, however, it really hits home with a spot that’s a little more subtle and mysterious.

There’s subtlety in the way grief is implied rather than referenced and emotions are considered and earned rather than trickled over the top of the cake like sickly sweet treacle. It’s a simple story told with genuine artistry, and it appears I’m not the only one that feels particularly enamoured with it.

Indeed, according to ad effectiveness tracking agency System1, the new ad scores a 4.6 on the effectiveness scale, making it the most effective in 5 years. What really makes it work, however, is that it’s not an ad about cuddle creatures and saccharine snowmen, it’s an ad that’s actually about shopping and shopping at John Lewis specifically.

A Story About Shopping

Focusing on bringing emotional heft to the concept of finding the ideal Christmas gift at John Lewis has meant the ad’s really hitting home in terms of not only consumer satisfaction but brand fluency.

The ad follows a woman on an enchanting journey to find the ideal present for her sister. As she steps into a magical John Lewis store, she’s transported through a series of heartfelt memories—reliving childhood moments, teenage milestones, and all the phases that have shaped their relationship. The story culminates in a touching reunion outside a John Lewis store, where the sisters exchange gifts and prepare to create new memories together.

What really sets "The Gifting Hour" apart is its surprisingly grounded storytelling. Gone are the fantastical creatures and talking animals of previous campaigns. Instead, under the creative direction of Saatchi & Saatchi, John Lewis delivers a narrative that’s rich with love, nostalgia, and humanity—all while subtly spotlighting their stores.

And the audience verdict? Resounding approval. Viewers see "The Gifting Hour" as a return to form, bringing back the emotional resonance that has long defined John Lewis ads. It’s a story that reminds us of all of the joy, love, and connection that make the holiday season truly magical.

Cover Me Impressed

Of course, another trend this year’s ad decided to buck was the use of a cover song, instead opting for the original Britpop classic “Sonnet” by the Verve. Further cementing the shift and expanding the breadth of the campaign to social media, the retailer is offering aspiring musicians (and indeed anyone who wants to have a go!) a once-in-a-lifetime opportunity to become the next John Lewis cover star. Partnering with BMG and Richard Ashcroft himself, they’ve launched a nationwide talent search on TikTok

The lucky winner will record their own version of Sonnet, to be featured in a special Christmas Day airing of the advert on TV, with the track officially released by BMG. It’s a gimmick, of course, but it’s an interesting one that manages to effectively bridge the old and the new direction of the campaign.

The Final Word: A Gifting Hour Worth Giving

So, here we are—another year, another John Lewis Christmas ad, and another nationwide debate. But this time, the conversation feels a little different. “The Gifting Hour” might not dazzle with whimsical characters or tug at the heartstrings with an emotional sledgehammer, but that’s precisely why it works.

It’s quieter, more thoughtful, and, dare I say it, more grown-up. It feels like John Lewis is finally stepping out of its own shadow and embracing what it does best: telling human stories about human moments, with just the right sprinkle of festive magic.

By focusing on real relationships, real memories, and (shock horror) actual shopping, the ad manages to do something extraordinary: it reminds us why we keep coming back to John Lewis, year after year.

It’s not just about what’s under the tree, but the thought, care, and love that go into putting it there. It’s a love letter to the process of gifting itself, set against a backdrop of nostalgia that doesn’t feel forced or overly manufactured.

Sure, not everyone will agree. There will always be those who miss the penguins and bears or bemoan the absence of a sob-inducing crescendo. But maybe that’s the point. Maybe the best Christmas ads aren’t designed to be love-at-first-sight. Maybe they’re meant to grow on you, like the memories we create during the holiday season—building layer upon layer of meaning, until they become something you truly cherish.

So, as we tuck into this year’s helping of festive marketing, let’s raise a glass to a John Lewis ad that’s about John Lewis. Because in a world of instant gratification and fleeting trends, “The Gifting Hour” is a reminder that sometimes the best gifts are the ones that take a little longer to unwrap.

Another Creative Opinion

Lynne Deason, Head of Creative at Kantar

 “People might think festive ads appear too early, but creating momentum in the run up to Christmas is so important to performance during this crucial trading period.  With some tough economic headwinds, the battle for shopper spend will be fierce.

Consistency pays in advertising, and it’s good to see retailers like Marks & Spencer and Aldi using their campaigns to build on familiar ideas and characters to cement their place in consumers’ minds.  Sticking with the same creative approach often makes it easier for people to know which brand is being advertised. It can build a sense of nostalgia too, adding to the entertainment factor.

 Above all else, brands cannot risk getting lost in a sea of sameness this Christmas.  There have been too many past attempts to emulate John Lewis’ powerful, emotive storylines, but brands are starting to invest in more unique and original ideas that tap into the zeitgeist.  Waitrose, for example, is entertaining audiences with its fresh ‘who dunnit’ style campaign, creating a conversation beyond the ad itself and anticipation for the next instalment. 

 As brands compete for our attention – and our festive pounds – using advertising to reinforce what makes them different in a way that’s relevant and meaningful will be key to justifying prices and growing in the long run.