What the Industry Thought of the John Lewis Christmas Ad

The John Lewis Christmas ad is the definitive ‘moment’ for adland during the festive season. Christmas ads existed before, sure, but in 2011 – when John Lewis premiered ‘The Long Wait’ – the paradigm shifted once and for all. A cultural bar was set and all Christmas ads began to aspire to the conditions created by the British department store. 

That’s a high bar for the brand (and its agency – formerly adam&eveDDB, now Saatchi & Saatchi) to not only reach but surpass year after year. This season, we didn’t just get one ad – we got a trilogy that culminated in a ‘The Gifting Hour’, a retail-focused odyssey of two sisters’ relationship as one searches for the perfect gift. There’s no fuzzy creature, no saccharine cover; instead The Verve’s ‘Sonnet’ soundtracks the meticulously crafted scenes as the quest for the perfect gift unfolds. 

System1 found it to be the brand’s most effective and recognisable ad this decade, scoring a 4.6-Star Rating (on a 5.9-Star scale) through its Test Your Ad platform. 

We wanted to know what adland’s leaders and experts made of this tonal pivot. Below are their thoughts. 

VJ Anand

Executive creative director at VaynerMedia EMEA

It’s magical, it hits the right emotions, it has a great song. There’s a lot of immediate positives. Knowing where to look is a damn solid end line too. Thinking about what someone would like, tapping into all of your shared memories with them, that’s powerful. It is beautifully filmed. A Christopher Nolan-esque approach that makes life feel like it’s a dream. 

That is all my opinion, of course. Every year, I can’t shake the feeling that these ads are made for the industry. Will the public like it as much? Will the new generation of kids? Crucially, will people remember it?

In keeping with the Nolan vibe, we don’t actually see the gift. It leaves that to our imaginations. The focus is on knowing where to look. Hopefully for John Lewis, enough people believe that is in their store this Christmas.

Lynne Deason

Head of creative excellence 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 ‘whodunnit’ 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.

Andre (Dede) Laurentino

Chief creative officer at Ogilvy UK

Thumbs up! It's a wonderful story of sisterly love and, as a father of two teenage girls, I was personally touched by the ups and downs of their relationship. It could have been a bit more balanced (too skewed towards happy moments?), but it's Christmas, I get it. To the nerdy adland crowd of which I'm also a part, it's a nice nod to ‘Always a Woman’, which ignited the whole John Lewis emotional ad journey. In that sense, too, it's a full circle story. I also liked the lovely ambiguity of the endline. Touching. Great craft, as ever. 

Ian Heartfield

Chief creative officer and founder at New Commercial Arts

Very John Lewis. Great production values. Excellent track. As the ad industry is proving over and over again right now, music definitely peaked in the late 90s/early 2000s. It took me a second viewing to really ‘get it’, and when I did, I enjoyed it. So, I’m either a bit slow, or it does take a little bit of focus from the viewer. It’ll be interesting to see how it comes across in ad breaks, I have a feeling the relatively complex story telling might get a bit chewy in shorter time lengths like some of the other Christmas offerings this year. But it’s good and it has all the feels. Will it get talked about and stick in the memory for years to come? I’m not so sure. Anyway, who cares what us ‘industry experts’ think. It’s the great British public’s opinion that matters. So over to them now.

Beth Anderton-Allen

Creative director at Amplify

I’m not going to lie, I was a little confused after watching the John Lewis ad for the first time. The pace was so fast that I thought she was talking to her younger self, having a moment of internal self-reflection or dealing with some sort of trauma. After a second watch, the whimsical chaos started to make a bit more sense but, ideally, the story should have landed on that first viewing. This year, I feel like the classic magic of a John Lewis ad was lost – the slowed-down ballad and that special magical moment that warms your heart. This one didn’t even have a specific gift as part of the story; it felt more like it was just about shopping. Next time, I’d hope for a bit more Christmassy escapism. That said, ‘Sonnet’ by The Verve was a great song choice, and it did make me feel nostalgic.

Yan Elliott

Chief creative officer, UK at Weber Shandwick

Ah, writing the new John Lewis ad. The most enviable yet horrendous gig in ad land. It’s a poisoned chalice. Do they sell those? 

So, what about this one? 

There are some lovely moments in this ad, but where it really succeeds is in reminding us of the long-lost art of getting the audience to think. Yes, we must think with this one. 

It’s a well-crafted ad that employs storytelling and filmmaking techniques. It commands our attention and invites us to follow a story. Follow an actual story! It’s as if they realise that the same people who watch ads also watch films and TV dramas. Amazing. Hallelujah. Thank you.

So perhaps the biggest gift from John Lewis is to us. To create work that challenges our audience. That gives us something to think about, follow, and be rewarded by.

I didn’t even know I wanted this for Christmas. Silly me, I should have known where to look.

Jaime Fleming

Head of copy at Purple Creative

It feels like this year there's an unexpected explosion of nostalgia running through a lot of the ads, particularly the big hitters like John Lewis, Sainsbury's, Tesco, and Cadbury's. With the world seemingly lurching from crisis to crisis, and a bad news story at every every turn, most ads seem to be harking back to a simpler age with evocative and emotional tales that capture a sense of childhood and wonder. References to Roald Dahl characters, Grimm's Fairy Tales, and Narnia abound. 

They're not really trying to make us laugh or dance or forget our worries or put on sequins or flash the cash – that's too shallow – they're more asking us to celebrate the little things, be more thoughtful and kind and connect with loved ones on a deeper level (something small, a shared activity, a memory). The overriding thought is that it's not about spending a load of money, it's about putting your heart into it to recapture that sense of magic that we used to feel. The gesture above the greed.

Dan Walsh

The Business Side

It’s a lovely ad and does what John Lewis does so well. In terms of the creative, the idea of circulating around life moments is lovely and really leans into Christmas. Let’s be honest, John Lewis isn’t the cheapest but they deliver their wholesome message in a beautiful way. They’ve not messed with the formula, they’ve not gone gimmicky, which other retailers are guilty of. They’ve stuck by their principles and have delivered a campaign that most people can relate to. It's still a difficult economic landscape for lots of people so I really think that tone is critical and I think John Lewis has managed to strike that balance between tone and content in a way that doesn’t feel out of reach.

Final thought, whereas a lot of the other retailers have gone for gimmick, this feels raw, honest and in line with the brand values despite the challenges being faced by the world. Brave.

Jamie Peate

Global head of insights at McCann Worldgroup

It's a return to form for John Lewis,  ,who invented modern Christmas advertising.

This I think is John Lewis moving back to the heart of what their brand is: thoughtful giving.

There's a truth at the heart of this and it's that it's better to give than receive.

It's very retail and has nice touches, the acting is good and I like the way she has David Tennant's Dr Who coat - the music works and it's beautifully made.

It's all about thoughtful giving and full of Christmas nostalgia and reflection.

Times are tough for the retail sector so it’s no surprise they are showcasing their stores and ranges in all they Christmas glory – maybe they missed a trick not including some of their merch from the past like Monty the Penguin.

Claire Lambell

Managing director at Southpaw

The latest John Lewis Christmas ad hits the perfect blend of festive warmth and heartfelt storytelling, reminding us why it’s the most anticipated Christmas ad of the year.

This year, we follow a relatable story centred on the quiet magic of human connection, woven with touches of humour and poignancy that I think strikes right at the heart of the season.

The soundtrack, as always, is spot-on, adding a nostalgic yet fresh layer to the narrative. It’s a reminder that Christmas is about the little acts of kindness that bring us together, sparking just the right mix of joy and a touch of Christmas sentimentality. John Lewis has once again managed to capture the spirit of Christmas with grace and charm, leaving us all just a little more ready for the season ahead.

Joe Bruce

Executive creative director at Above+Beyond 

Anyone who has made a Christmas ad for a major brand will know that it’s a fucking nerve-wracking, all-consuming experience. It’s the only time the industry and public actively seek out ads to watch, and suddenly everyone is an expert on emotion, craft and storytelling. Hats off to any team who got a Christmas film out into the world this year. Especially the John Lewis gang. Drop your shoulders, you’ve earned your mince pies.

Adam Morrison

Founder at 2050 London

Christmas is here and John Lewis lands a typically well-crafted and thought through execution – a familial premium style. A return to family storytelling putting sisters at the forefront of it makes sense. And the heightened reality is a cool aspect that adds arresting touches to a simple story. Will it be remembered for years to come? Not sure it will. Christmas is that time of year where brand advertising reminds us what it can do by impacting popular culture with a national conversation. I don’t think JL has quite done that. Has any brand got close to doing that? The little Disney octopus was very cool and Tesco’s was a pretty bonkers take on the rituals that are really important to some at this time of year. Brands seem to be opting for fantastical styles this year transporting the imagination to a magical world. I don’t know if it’s because AI has helped with creating some of it at speed for less but it's wonderful, feel good stuff.

Rikke Wichmann-Bruun

Managing director, client service at Cheil UK

It has all the signature tear-jerking hallmarks we’ve come to anticipate from John Lewis: those universally relatable moments and scenarios that tug at the heartstrings, paired with a perfectly curated soundtrack, stunning cinematography, and just the right sprinkle of magic. This year, though, they’ve gone a step further. There’s a palpable infusion of the John Lewis experience woven into the narrative — we begin and end in the store itself, grounding the ad in their brand identity in a way that feels refreshingly distinctive from previous campaigns.

The closing line, “Knowing where to look,” is nothing short of genius. It’s a message that resonates broadly, brimming with longevity and potential to evolve into an enduring tagline. It certainly speaks to our wider population, but does it speak to the TikTok generation? I’m not entirely sure. The more pertinent question, though, is: does it need to?

Elliott Starr

Creative director at Impero

There's an emotional and intellectual seduction to being critical. Saying you think something is crap requires no vulnerability. It might even convince those listening that you're a bit clever. With that in mind, let's look at this new John Lewis Christmas ad...

First off, I'm offended it talks about shopping, and not about how John Lewis is saving moles in Peru. Or how it's switched from using plastic number one to plastic number two. Someone has dared to do an actual 'ad', with characters, and a story that has a sense of life, time, space, and depth. Sacrilege.

They also had the audacity to show me the shop they want me to shop in. A proper 'ad'. How dare they? No one does 'ads' anymore – they're not cool.

In that vein, let's turn to the timeless principles of making 'ads'. Would it grab my attention? I trust it would. Would it hold my attention? Indeed, it might. It's quick to force my investment in the sister's relationship. Is there an insight? Gee-whiz, there is. Is there an actual idea, earth-wired into the brand? Not in a totally ownable way, but I buy the claim far more of John Lewis than its competitors.

That line's not bad, either, is it? Besides, let's turn our minds to all the beautiful work creatives have written for that brand. That's a scary brief to receive. The bar is unforgivably high. Given that, this is a rather commendable effort in my book. (Which you'll find in the bargain bucket of all good Waterstones.)

Louise Canham

Associate creative director at House 337 

As a fan of The Verve, hearing those first few notes, I immediately sensed this was something different from the perhaps ‘lost years’ of recent John Lewis festive offerings. Inviting others to record their own version of ‘Sonnet’ is a nice touch, even if the connection feels a bit tenuous.

Setting scenes in the actual store? Brilliant choice—own it! The nostalgia for my own childhood hits perfectly. I also appreciated the nod to the less-than-perfect family moments (even if it’s set in a massive house!). Is mum still around? Perhaps not. Am I spending enough time with my own parents? Perhaps not. That struck a chord, intended or not.

It’s beautifully crafted—a familiar enough story that still gives us room to connect in our own way. Heartfelt but not overly sentimental. Sure, it didn’t leave me in tears, but maybe that’s because I have a younger brother (a whole different story!)?

Matt Longley

Managing director at Mobsta

Apart from the delightful cinematography, what I liked most about the ad is that there is a very slight undercurrent of sustainability that supports the notion that we’ve lost the art of really thinking about a gift for someone; a gift that will stand the test of time and not just end up on the charity shop heap or, worse, in the bin. That’s why I liked their pre-cursor ad last month about the pink jumper.

How often does buying presents feel like doing the weekly shop? Where is the joy in clicking a button online and having a gift delivered, often already wrapped? It’s either something from a carefully edited list, or a book to sit by the toilet that’s had no real thought put into it. This ad brings back the joy of actually visiting a shop and thinking about the person you’re buying a gift for. 

It reminds me of being in Woolworths when I was 12, trying to work out what to buy my younger siblings for Christmas with the money I had from washing cars. I was so ridiculously excited on Christmas morning watching them open the ‘Home Alone 2’ VHS – between the three of us we watched it on repeat until the cassette wore out. This ad reminded me of that moment. So now I’m off to the shops to think about what to get them this year. And it won’t be another bottle of gin or another coffee table book. If only there was a Woolworths…

Damon Collins

Founder at Joint

Doing something fresh for Christmas is getting harder and harder. Doing something cheap seems impossible. Almost as impossible as doing something short. The longest commercial this year tops a whopping four minutes.

Christmas is about many things. Celebration, togetherness, caring for those less fortunate than ourselves, but above all else demonstrating to those you love that you love them.

The Big Cheese, the Don, the numero uno honcho of which, for at least a decade, being John Lewis.

Their ‘Best place to get gifts for those you love’ positioning is not unique. By any means. But John Lewis continues to carve out a space for itself as a ‘nice’ place to buy ‘nice’ things.

This year, in both their neat ‘Jumper’ spot and now the latest ‘Lion, witch and clothes rail’ film they demonstrate their understanding of their customer through delicate use of insight and well wrought storytelling that manages to skim the fine line between vomit inducing and ‘ahhh’ inducing.

Exquisite production values help in an increasingly production values heavy set of ads. But their trick is somehow demonstrating that they ‘just get people’. A fine art at any time of year. But especially at Christmas.

Nichola Elgie

Senior account director at Drummond Central

Did it make me cry and reach for the tissues, or leave me with a lump in my throat, no. Did it make me smile and think 'well played, John Lewis', yes.

Although admittedly, it did take me some time to fully get what the ad was saying, but isn’t that the point of all great storylines? Who is the girl and what is she so frantically looking for? Well if you look close enough and pay attention from the beginning, it's all there. The tannoy that mentions John Lewis - who are synonymous with thoughtful gifting – the books with 'SISTERS' written in glitter pen, to name a few of the details throughout.

Will everyone, including my mam, get it? Perhaps not. Are we as people in the industry bigger critics than anyone? Absolutely. But does it make you think longer and harder about finding that perfect gift for your sister, brother, nan, best friend or husband? Yes, yes it does.

All that being said, I was expecting a little lump in my throat, which I didn't get. But it did make me think of my sister, Laura, and what the perfect gift for her this year could be. Might make a trip to John Lewis.

Barney McCann

Head of creative at Born Social

The John Lewis Christmas ads have become such an anticipated cultural 'moment' that this year they leaked their own film to mailing list subscribers before its official release. And given how much they've spent on a beautifully shot TV ad, I can see why they're keen to maximise the hype.

The campaign isn't limited to a cinematic centrepiece, so I’m especially interested to see how the TikTok talent search rolls out.

Layering high production, brand-out TV spots with social-first, engaged, and community-focused executions is something we’re seeing a lot this year. GAP, Asda, and Sports Direct have set the bar for multi-platform storytelling and world building.

The lesson John Lewis could take from these campaigns is the craft of bringing these multichannel pieces of content together, creating cohesive worlds for Christmas that flow seamlessly between the small screen in your pocket and the big one facing the sofa.

Rani Patel

Founder and managing director at CALLING

We all know the high street is struggling – including John Lewis. So it's smart that their ad is set in a store. The end line is clever too.

Tim Hyland

Creative director, EMEA at Whalar

It’s great to see John Lewis back in form. Growing up in advertising, it was hard to escape the Christmas ad battle between Sainsbury’s, Waitrose, John Lewis, and others. Just yesterday, I was talking to a colleague, and both of us were longing for the wistful days of Dougal Wilson directing another John Lewis masterpiece for the season. This year’s ad feels like it belongs in the same universe as the ‘She’s Always a Woman' ad (not a Christmas ad, but amazing all the same) from 2010, taking us on a room-by-room coming-of-age story that tugs at heartstrings across all ages.

It’s interesting to see the TV commercial resonating as a piece of shareable YouTube content, far from the world where it started – playing before prime-time TV spots. Now, I find myself catching the new Christmas ads in articles or on LinkedIn, unlike the old days when I’d be sobbing into a Cadbury’s bar on the sofa. Thank goodness that perennial storytelling can transcend the context of where you watch it – so brace yourself if you’re seeing this one on the bus, the train, or in an Uber after the Christmas party.

Steph Thomas

Head of retail experience at VCCP

The essence of this Christmas ad is anchored in an underlying truth for many at this time of year; the pressure, time and thought required to find a simple yet meaningful gift for someone special. For a retail specialist, the true celebration of the department store in the John Lewis ad is beautifully captured – with gifts big or small, there's something for any age, interest, style or life stage. A smart and emotive story told to drive footfall to a space that has the solution, as captured in the endline, 'knowing where to look'. With fewer department stores left to celebrate in the UK, there's a wonderful focus on the fun and dance around the experience of gift shopping at this time of year – a time when the retail market saw an £85 billion spend in 2023 and John Lewis has already reported an 18% YoY uplift in Christmas sales. 

This ad is an ode to the magic of an in-store retail experience – one that is particularly special at this time of year; when many do get tempted away from their screens and onto the high street. The celebration of exploring in the John Lewis ad is special. John Lewis has invested (through Christmas pop-ups with QPR, and a variety of beauty experiences including one with Clarins, to the new inclusion of Waterstone's concessions) to create 'outstanding in-store experience'. With a retail-first approach, John Lewis opened its first large pop-up in Exeter last month offering fashion, beauty, home and electronics. Dedicated to immersive experiences in-store that cater to all, I think the celebration of this through the variety of scenes, settings and characters in their Christmas ad, is brilliantly told.

Robin Shek

Founder at Brave Spark

I think it’s a lovely spot. A bit of a departure from the fantasy or animated approaches we’ve seen in recent years and back to the emotional depth that first made the John Lewis ads the talk of the industry. Setting the ad in an actual store feels a bit different and adds to the authenticity, too. 

I think playing on the last minute panic of finding the perfect gift is something we can all relate to, and the nostalgia is expertly pitched. Everyone will recognise at least some of the cherished memories and moments on display, and the ‘90s song choice with Richard Ashcroft’s ‘Sonnet’ will surely resonate with the target set who grew up with this music.

Calvin Innes

General manager and creative director at JvM NERD London

It’s that time of year again when we see a host of Christmas adverts aiming to pull on the heart-strings and talk to audiences who have generally become tired of the endless consumerism and forced messaging. So many fail to hit the mark, but every now and again, there are those who get it right.

John Lewis is, of course, the one that people wait for every year, and for the most part they manage to deliver something that works to some degree. This year’s ad is well shot, it’s emotional and, importantly, it’s quite long. Timing is everything and the advert has time to build a real emotional message. It avoids leaning into consumerism and focuses on the emotional message, and the shared memories of loved ones, which is powerful.

While I don’t think it’s a classic, I do think it does the job pretty well.

On the other hand, Disney’s Taika Waititi-directed tale of a boy and his octopus pal is stunning. It’s heartwarming, it’s cute, it’s unexpected and it’s humorous… It feels like a big, emotional story. It has everything you would expect from such a powerful creative team, and for me, adam&eveDDB have created one of the all time great Christmas adverts.

Graeme Noble

Chief creative officer at TMW (part of Accenture Song) 

I like that it starts in a store, with someone actually shopping for a present. Who would have thought—someone buying presents in a Christmas ad? Combining this with the John Lewis warm and fuzzy feel works. 

At its core, it’s rooted in a real human truth: when we truly care about someone, we do try and get a gift that is just right for them. Although, speaking from personal experience, as Christmas Eve draws to a close and the shops are about to shut, I find myself relating more to her occasional moments of blind panic than to her nostalgic reflections on cherished memories.

Kim Martin

Executive creative director at Flourish Direct Marketing

So, the John Lewis Christmas ad has landed… and our industry goes into overdrive. Every element is discussed, dissected, judged; how does it make you feel? Have they got the tone right for the times? What do you think of the song? Is it a great ad?

My honest answer is I haven’t got a scooby. I mean, I can tell you I liked it. Much more than many of the Christmas ads I’ve seen this year. And I can tell you that likeability is hugely important. But that’s about it connecting with me personally and emotionally, rather than it being a great ad. 

I mean, it looks beautiful, and I was engaged by the premise. I like a bit of magic realism at this time of year. And the bittersweet moment when she sees (presumably) her mum, struck a chord with me. But so what? These are just my opinions. They’re subjective, not facts. You may respect my opinion. Equally you might not give a monkey’s what I think. The truth is I cannot categorically tell you that the John Lewis ad is either good or bad. No one can. Yet.

Ultimately there’s only one way to be objective about creative work. Results. Does it achieve what it’s set out to achieve? As a specialist CRM agency, Flourish has been obsessing about the results we achieve for our clients for over twenty years. Don’t get me wrong, we still pride ourselves on our creativity, but we’re pragmatists. We know that creative is just one element that makes up a successful campaign. Data, strategy, channels, timing – these are equally important.

Agencies will tell you that brand ads are different; that it’s only about making you feel a certain way and it’s all down to the creative. Fair enough. But the intention is still to influence viewers to feel warm towards John Lewis, with the aim of increasing sales over the crucial festive period. The objective of the ad is still to drive sales, or else why bother?  

It’s not like people aren’t already aware that John Lewis sells stuff – and that you might find a gift for a loved one there. I’ve always been intrigued with what would happen if John Lewis didn’t run an ad at Christmas. Or better still they could A/B test it with audiences – ad versus no ad, just to see if it’s all actually all worth it. 

But I digress. As for this year’s offering. If it drives the sales the Marketing Director wants it’s a good ad. If it smashes them, it’s a brilliant ad. Ultimately that’s all there is.

Georgina Kelly

Marketing and PR executive at Imagination

‘The Gifting Hour’ feels like a gift in itself. It’s as if John Lewis has taken a deep, cosy breath and wrapped us in the comfort of nostalgia that so many of us crave at this time of year – leaving the quirky operatic flytraps behind. They’ve doubled down on what they do best: stirring up warmth and togetherness, just in time for the holiday season.

With the tagline, ‘The secret to finding the perfect gift? Knowing where to look,’ it’s clear Saatchi & Saatchi has channelled a little Christmas magic, looking back to traditions and the brand's heritage to make us feel at home. Sure, it’s not ground-breaking and it’s far from provocative, but sometimes familiarity and the power of human connection is the best gift of all. (Oh and if you’re lucky, you might just spot one of Sally’s woolly jumpers under the tree.)

Mat Goff

Founder at ARK Agency 

There’s so much actual shopping in actual shops going on in this year’s batch of festive offerings. In John Lewis, (similar to Tesco) it bookends the tale either side of a loft (serious conversion potential) and a little red box of memories that takes us on a magical mystery tour through the rollercoaster of eternal sisterly love. A handsomely crafted, ambitiously told waltz through the mind and lives of JL heartland. Spotless.  

Knowing where to look for a thought to build an original JL Christmas campaign around is just about the biggest challenge any of us lucky enough to be in these jobs can face. It’s refreshing that the team at Saatchi have found a new stage on which to tell their tale. It’s a fresh, new chapter in the long-running catalogue of JL Christmas hits.   

Zanya Fahy

Head of strategy at Toaster 

When watching the ad, I could almost hear the boardroom directive: ‘feature our stores to save our stores’. For me, the real strength of this ad lies in how the team embraced that (assumed) creative constraint. By weaving in the festive nostalgia of Narnia, they cleverly rooted the narrative in-store, using ‘portals’ to transition between memories. 

This approach allowed for more relatable 'in-home' moments, staying true to the style of previous John Lewis ads while enabling a richer, time-travelling story. I appreciate how the ad captures the effort it takes to delve deep into our memories to find a meaningful gift—and most importantly, how it uses this insight to reinforce the store's role at Christmas.

Helen Anderson

Managing director at thenetworkone

John Lewis is the big one everyone waits for and they never fail to disappoint, the 2024 advert has warmth, strong narrative, heart-warming and cleverly cut and coloured production and a splash of the John Lewis cooperative magic and a CTA tag line. I have a sister, so the impact resonates with me. But the sceptic in me wonders if the creative team here has stripped it back to basics enough to resonate with all consumers or just the ones that are likely to spend the most this year. Is Waitrose the rejected middle sister, perhaps, and therefore they’ve had to try harder with their whodunnit full 360 story, as that series of super smart ads with clever casting trumps the John Lewis one for me this year! Happy Christmas to all.

Seb Hill

Executive creative director at bbd Perfect Storm

Well, it’s definitely a John Lewis ad, but not in the way we’ve come to expect. Less about the abstract analogy formula of the past campaigns and more that it’s based in a John Lewis store and, wait for it... it’s about shopping. In this outing, products replace plants, penguins or any other animal, monster, animation or inanimate object. I’m pretty sure getting a branding moment in the first few seconds was mandatory in the brief. Anyway, what can you say about it? We’re taken on a gift buying journey with a touch of nostalgia and a nod to Narnia. It’s a nice warm story, nicely told with some nice moments, all played out to nice music. So I guess I’m saying, it’s nice! It’s been a long wait since 2011 when, for me, they truly captured the spirit of Christmas. It still makes me cry. Sadly, the wait goes on. 

Jack Smedley

Creative director at AMV BBDO

Christmas is when brands dust off the party poppers, loosen their belts and let themselves go a little. This year is no exception with many big retailers slugging it out with tinsel-tinged CGI extravaganzas. Amidst the feast of animated carrots, gnomes and singing oven gloves, John Lewis bucked the trend in favour of more grounded fayre. The tale of two sisters is on a par with the masterful Tesco spot in terms of emotional payload, but the Christmas crown this year has to go to Waitrose for inspired casting and some taut dialogue. 

Louise Rudaizky

Managing director at Atomic London

Overall I loved it.  A brilliant balance of magic, emotion, nostalgia and reality.  Not easy to do. 

As both a sister and a mother of daughters, I thought the relationship over the ages felt real and relatable, maybe a little too much love but a good dose of upset too. I liked the added Christmas magic from Narnia and perhaps a touch of ‘A Christmas Carol’.  

The music is an exceptional choice. It is a great way to lean into nostalgia with a band that is having a big resurgence but, for me, the really clever bit is how they intend to use social media to create the cover. The TV does feel fairly narrow in terms of who it is speaking to but hopefully the social campaign will allow them to resonate a bit more broadly.  Lovely work, John Lewis and Saatchi & Saatchi.