Is the 2024 John Lewis Christmas advert a stroke of genius or a step back?
Posted by Jacqui on 14th November 2024
We look at the gifting hour and why relatable marketing is a win over ‘mushy nostalgia’
The annual John Lewis Christmas ad is always a talking point, often sparking divided opinions—and 2024’s The Gifting Hour is no exception. This year’s campaign takes us on a heartwarming journey through the relationship between two sisters, blending nostalgia with a modern-day setting. While critics like Stuart Heritage of The Guardian have voiced disappointment, calling it “a misstep” and noting a shift away from the whimsical magic of past campaigns, others see it as a bold embrace of relatable marketing.
At Visual Identity, we believe that every creative concept has a natural lifespan, and when it runs its course, a fresh approach can breathe new life into a brand. The Gifting Hour feels perfectly timed, reflecting both a shift in the economic landscape and a return to John Lewis’ core purpose as a retailer. Here’s why we think this new direction is not only relevant but powerful in today’s world.
A new take on Christmas for John Lewis’ festive advertising
For years, the John Lewis Christmas ad has set a sentimental tone, bringing us stories that reach beyond commerce and tap into emotions—memories of The Man on the Moon or Monty the Penguin still bring a tear to many eyes. This year, however, John Lewis has opted for a realistic setting, placing the storyline directly in one of their stores, ultimately focusing on shopping as the main activity. While some might miss the more whimsical settings of past ads, it’s worth noting that realism can be as powerful as fantasy. With The Gifting Hour, John Lewis is grounding itself as a brand that celebrates memories and relationships—elements at the core of Christmas for many families. As Seth Godin reminds us in his famous quote…
“Marketing is no longer about the stuff you make, but about the stories you tell.” – Seth Godin
Why relatable marketing wins the hearts and minds of John Lewis’ audiences
In today’s fast-paced market, audiences are drawn to brands that feel genuine and grounded in reality. John Lewis’ ad cleverly intertwines the shopper’s real-life memories with scenes from her journey through the store, tapping into what psychologists call association marketing. Proven by theories such as relationship marketing, where brands aim to create deeper emotional connections with consumers, John Lewis’ new approach does precisely that: it showcases memories and connections that are authentic and meaningful.
According to studies, consumers prefer ads that resonate with their lives and identities. By focusing on a storyline that reflects family dynamics, familiar settings, and the powerful bonds between siblings, The Gifting Hour moves beyond abstract symbols of loneliness or loss to something deeply relatable. John Lewis taps into its brand heritage—quality products, memorable moments, and festive nostalgia—to create a heartfelt narrative that brings the spirit of family love and kindness to life.
This year’s ad is more than a shopping message; it gently reminds us of the warmth and unity that come from family connections. Through memories of childhood and shared experiences, the ad stirs feelings of love for those with us and nostalgic remembrance for those we may have lost. It’s an emotional reminder that the heart of Christmas lies in the giving and togetherness we share with others, making this story of sisterhood as timeless as any of its predecessors.
A bold move that stays true to the brand’s purpose
While some critics feel this ad breaks tradition, we at Visual Identity see it as a natural progression. John Lewis’ stores are icons of the high street, and their holiday displays are extraordinary. The ad’s “through-the-wardrobe” narrative into a nostalgic journey cleverly links the in-store experience with precious family memories. This approach isn’t just a one-off; it’s part of John Lewis’ broader strategy to unify its messaging across multiple touchpoints, including a new TikTok campaign that invites user participation.
Such cross-platform engagement is exactly what experiential marketing experts advocate. Brands that evolve with their audiences—especially those willing to bring their retail spaces into the storytelling process—are better positioned to build lasting customer loyalty. From the warm glow of the Christmas lights to the wide-eyed awe of children exploring the decorations, John Lewis celebrates the essence of what makes their stores a must-visit destination at Christmas. As Maya Angelou reminds us in her famous quote…
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou
Does breaking the mould in John Lewis‘ advertising truly matter?
The debate over this year’s ad highlights a fascinating aspect of branding: do audiences actually want change? There’s no denying the charm of John Lewis’s past ads, but staying stuck in a formula year after year has its risks. In an era where attention spans are shrinking and people crave something fresh, it makes sense to break away from the expected. And The Gifting Hourdoes just that while honouring the sentimental core of the holiday season.
John Lewis’ willingness to adapt to modern viewing habits shows their commitment to staying relevant and creative. This year’s ad may have dropped the slowed-down, melancholic cover song, but it replaces it with a track that feels nostalgic and still strikes an emotional chord. This pivot aligns with John Lewis’ recent rebranding efforts and “Never Knowingly Undersold” promise, showing that they’re a brand unafraid to evolve with their audience.
Why relatable marketing is more and more the future
At Visual Identity, we know that effective marketing isn’t just about making an impact; it’s about creating authentic connections. Relatable marketing brings brands closer to their audience and gives them a human face. The 2024 John Lewis ad doesn’t simply sell products; it sells memories, relationships, and shared experiences. It’s an ad designed to remind people of those they love and the memories they cherish—feelings that a product alone can’t convey.
The VI team appreciates this ad because it resonates with real people and genuine emotions—after all, none of us actually live on the moon! Christmas and shopping are practically synonymous with John Lewis – the epitome of Christmas, making this approach feel truer to the brand than ever.
Contact us today
We’re all for this fresh take on festive feels! What do you think? Drop us a line and share your thoughts—whether it’s a Christmas cracker or a bit of a turkey. Let’s sleigh this conversation together! 🎄
