John Lewis Christmas Advert 2024 : The Gifting Hour

Join us as we revisit iconic ads from the past decade and see if the 2024 campaign, The Gifting Hour, has lived up to the hype!

The John Lewis Christmas advert—it’s as much a British Christmas staple as mince pies, lousy cracker jokes, and the annual Love Actually marathon.

Every November, like clockwork, we’re all glued to our screens each year, waiting to see John Lewis’s festive magic. And when the ad finally drops? That’s it—Christmas. Has. Officially. Arrived!

So, grab a cuppa (or Baileys, ’tis the season, after all—we won’t tell!), settle in, and join us as we stroll down memory lane, reliving the heartwarming moments, iconic tunes and unforgettable characters that have made John Lewis ads the true herald of the season.

The most iconic John Lewis Christmas adverts of the last decade

John Lewis has treated us Brits to many unforgettable Christmas adverts, each with its unique story, iconic soundtrack, and charming characters. But which ads truly stand out as the most iconic? We tapped into the minds of 500 Brits and are the favourites.

Man on the Moon (2015)

A young girl, peering through her telescope, spots a lonely old man living on the moon. Touched by his isolation, she decides to send him a Christmas gift—a telescope, delivered via balloon, so he can finally see her waving back from Earth. This ad tugged at the nation’s heartstrings, reminding us all of the importance of kindness and connection, especially during the holidays.

Monty the Penguin (2014)

This CGI masterpiece tells the story of a young boy and his penguin companion, Monty, who yearns for a mate. The boy senses Monty’s loneliness and surprises him with a new penguin friend on Christmas morning. Monty the Penguin won the hearts of millions with its tale of friendship and the lengths we go to for those we love. For many, Monty remains the most beloved John Lewis character to date.

Buster the Boxer (2016)

In a lighter, humorous twist, Buster the Boxer follows a dog who watches in frustration as wild animals bounce on a brand-new trampoline in the family’s back garden. When Buster finally gets his turn, he joyfully springs around, capturing the pure excitement of Christmas morning. This ad brought smiles nationwide and showed that holiday joy isn’t limited to humans!

The Boy and the Piano (2018)

This nostalgic journey through Elton John’s life and career, starting with a young Elton receiving a piano for Christmas, resonated with fans and non-fans alike. Ending with the simple but profound message, “Some gifts are more than just a gift,” this ad celebrated the power of gifts to shape lives. The choice of Your Song as the soundtrack made it especially memorable.

Give a Little Love (2020)

Created during the COVID-19 pandemic, Give a Little Love takes a different approach, showcasing a series of kind acts that create a ripple effect. From a snowman’s hat to a heart-shaped umbrella, small gestures of generosity build up and show how we’re all connected. This ad captured the spirit of togetherness during a difficult time, reminding us that a bit of kindness goes a long way.

The soundtracks that had us hitting repeat

The music in each John Lewis ad is just as iconic as the story. From original covers to timeless classics, these top 5 soundtracks create an emotional backdrop that’s uniquely John Lewis:

“Your Song” by Elton John (2018)

A powerful choice for The Boy and the Piano, highlighting Elton’s incredible journey.

“Half the World Away” by Aurora (2015)

This haunting cover set the tone for the lonely Man on the Moon, adding to its emotional impact.

“Real Love” by Tom Odell (2014)

Accompanying Monty the Penguin, this cover of John Lennon’s song brought the ad to life with warmth and love.

“Together in Electric Dreams” by Lola Young (2021)

This dreamy rendition added a nostalgic charm to the 2021 ad.

“One Day I’ll Fly Away” by Vaults (2016)

Capturing the whimsy of Buster the Boxer, this cover reflected the joy of unrestrained excitement.

Unforgettable Characters

From penguins to boxers, John Lewis has introduced us to a cast of characters that feel like family:

Man on the Moon

A symbol of connection and kindness, he reminded us that no one should feel alone at Christmas.

Monty the Penguin

The penguin who stole our hearts, Monty embodies friendship and the power of giving.

Buster the Boxer

Representing pure joy and anticipation, Buster captured the magic of Christmas morning.

Elton John’s Younger Self

The boy who received a piano that would shape his life reminds us that some gifts change everything.

Moz the Monster

A quirky, lovable monster who showed us the beauty of imagination and childhood friendship.

Reactions to John Lewis 2024 Christmas advert: The Gifting Hour 

The 2024 John Lewis Christmas ad, #TheGiftingHour, has arrived, setting a cosy, festive mood across the UK. To capture the public’s reaction, we ran a Pulse, gathering insights on how Brits feel about this year’s entry into the Christmas ad tradition.

Heartwarming & relatable
This year’s ad resonates with a grounded portrayal of family life, touching on its heartwarming and messy moments. With 62% finding the ad memorable, the authentic approach is connecting, showing life as it is rather than as a glossy holiday fantasy. Nearly half (47%) said the ad met or exceeded their expectations, with 23% saying it went above and beyond. John Lewis leaned into authenticity this year, with 46% saying the ad made the brand feel more relatable than ever.

Soundtrack that sets the mood
The soundtrack, featuring Richard Ashcroft’s Sonnet, strays from traditional Christmas tunes, bringing a reflective, tender feel to the story. It’s an unexpected choice, but it’s got people talking and has left many viewers humming along.

A touch of nostalgia
This year’s ad embraces a nostalgic, family-centered feel that many found heartwarming. One in four respondents said it felt like a throwback to cherished family traditions, while comments like “hit home with my daughters” highlight its cross-generational appeal. However, 20% found the storyline a bit complex, mentioning it didn’t have the straightforward storytelling of past ads, though it’s undoubtedly sparking discussion.

John Lewis store cameo
The subtle inclusion of a John Lewis store was popular with 36% of viewers, who felt it added authenticity by grounding the story in a real-life setting. However, 1 in 5 felt the placement verged on product promotion, making it a “love-it-or-loathe-it” detail.

The annual tradition of comparison
Every year, a new John Lewis ad sparks the inevitable debate: “Is this the best one yet?” About 10% of viewers felt it didn’t quite reach the heights of past classics, but that comparison has become part of the fun. Each ad offers a fresh take on Christmas, and this year is no exception, adding to the yearly tradition of lively discussion.