Embracing the spirit of ‘giving knowingly’ the final, long-awaited instalment of John Lewis’ three part golden quarter campaign takes audiences on a magical gift giving journey.

Following on from the shop window campaign that celebrated the retailer's 100 year heritage and a gifting campaign that showcased the retailer's top 100 gifts, the third and final part of the campaign created by Saatchi & Saatchi is focused around the journey that goes into finding the perfect gift.

The heartwarming spot launches with a hero 2 minute film that follows the story of two sisters. Sally has left her Christmas shopping to the last minute and goes into John Lewis right before closing time to try and find the perfect gift for her sister.

Rifling through a rack of glamorous party dresses Sally finds a magical door. Climbing through the clothes she enters into a fantastical world made up of her own memories.

Audiences see Sally enter through the wardrobe in the attic of her childhood home, where she meets a younger version of her sister. Her memories influence her surroundings, turning them into magical scenes. Moving through the world she relives milestone moments in her relationship with her sister. From fighting over clothes to being there through pregnancy. Each of these precious memories form the sisters' intimate knowledge of each other. Understanding which helps Sally to find the perfect gift.

Returning to the store, Sally is left inspired. Back in reality she has found the perfect gift and has it wrapped and ready. Outside the store, her sister is waiting and the pair walk arm away as the memories of their childhood glint in the windows of the store. The spot ends with the strapline: “The secret to finding the perfect gift? Knowing where to look”.

The emotive film is set to Ivor Novello Award-Winning Richard Ashcroft’s poignant song Sonnet from his Acoustic Hymns Vol.1 Album.

The heartwarming campaign pulls on audiences' heartstrings by combining the fantastical with the real. Looking to memory and nostalgia, the spot reinforces John Lewis’ ‘Give Knowingly’ ethos. It puts the power in the hands of the shopper to find gifts that matter most this Christmas.

“We’ve all been there—time’s running out, and you’re still looking for the perfect gift for someone in your life who’s impossible to shop for. That’s why I believe viewers will truly connect with our heroine - as she dives into a rack of dresses, exploring her memories in search of that special gift,” says Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi.

The campaign is supported by out-of-home advertising, digital print and social media that showcases some of the most popular gifting products and potential reasons it might be right for the receiver. It also encourages customers to search in store and online for gifts with knowledge and wisdom.

Where music has played such a huge part in John Lewis’ Christmas advertising legacy, this year the retailer is launching a unique competition to find a brand new artist to be their cover star.

Aspiring musicians have a once-in-a-lifetime opportunity to become the next John Lewis cover star as BMG and Richard Ashcroft work alongside the retailer to launch a nationwide talent search on TikTok. Hopefuls can enter via a branded effect on the John Lewis page, using the hashtag #MySonnet.

“This year the John Lewis Christmas advert features an original song rather than a cover track, and we’re offering the nation the chance to put their own stamp on it and become the ultimate cover star. So whether your style is pop, indie, country or R&B - we can’t wait to hear your take on Sonnet,” explains Charlotte Lock, Customer Director for John Lewis.

The lucky winner will record their own version of Sonnet which will be featured in a special edition of the ad to be aired on Christmas Day. Chosen by Richard Ashcroft and a panel of independent judges, the winner will receive a professional recording session with a top producer, their cover single released by BMG (with proceeds donated to the Building Happier Futures charity), a £3,000 John Lewis shopping spree, and tickets to a Richard Ashcroft headline show in 2025.

Celebrating its customers and the magic of gift giving, the long-anticipated spot sees John Lewis wrap a neat bow around its three part trilogy. The festive advertising season is well and truly upon us.