John Lewis Christmas Ad: A Magical Journey of Sisterly Love

The arrival of the John Lewis Christmas ad signals the start of the holiday season in the UK, and this year’s offering is nothing short of magical. Created by Saatchi & Saatchi London, the two-minute film takes viewers on a Narnia-inspired journey, blending nostalgia, emotion, and festive cheer.

The ad begins with the protagonist, a young woman, dashing into a John Lewis store in London just 15 minutes before closing time. Frantically searching for the perfect gift, she rifles through a rack of dresses when she notices something unusual—a gap in the wall. Curious, she steps through, only to find herself in her childhood bedroom, where a large brown suitcase sits prominently.

As she opens the suitcase, a little girl appears, representing her younger self, and asks, “What are you looking for?” This question sets off an emotional journey through her past, revisiting key moments in her relationship with her sister. The memories unfold, showcasing the joy, conflicts, and reconciliation that have defined their bond.

The film, set to Sonnet by Richard Ashcroft, masterfully combines the surreal with the relatable, capturing the challenges and emotions of finding a meaningful gift for a loved one. Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, described the ad as “both grown-up and childlike at the same time,” adding that viewers would resonate with the heroine’s race against time to find something special.

\

The ad’s release is part of a longstanding tradition, with John Lewis ads becoming a British institution since their debut in 2007. These campaigns have consistently struck a chord, using poignant storytelling to make an emotional connection with audiences.

John Lewis’ ad taps into a broader trend seen in Western holiday marketing, where brands aim to tug at heartstrings in the lead-up to Christmas. This approach has parallels in India, where brands create similarly emotional campaigns during Diwali. For instance, Amazon’s recent Diwali ad highlighted how theatre staff help a janitor fulfill his dream of singing on stage—a story that mirrors the festive spirit of togetherness and support.

This year’s John Lewis ad reaffirms the power of nostalgia and emotional storytelling in capturing the essence of Christmas. With its imaginative visuals and heartfelt message about family bonds, it reminds viewers that the greatest gifts are often found within our shared memories.