What makes the John Lewis Christmas advert so special?

The eagerly awaited 2024 John Lewis Christmas advert has finally landed on UK television screens, titled 'The Gifting Hour'. The latest instalment tells the story of Sally, and transitions her through time as she attempts to find the perfect gift for her sister Lauren - to the soundtrack of an acoustic performance of The Verve's Sonnet by Richard Ashcroft.

From ‘The Bear and the Hare’ and ‘Monty the Penguin’ to ‘Moz the Monster’ and ‘Snapper’ – last year’s Venus flytrap-like creature – the John Lewis Christmas advert has been a highly anticipated and often emotional milestone in the year since its first run in the back in 2007.

Each tends to carry a story and central character, with the airing of the advert becoming something of a marker similar to the famous Coca-Cola lorries driving through the snow.

Dr Sabrina Gottschalk, Lecturer in Marketing at Bayes Business School and expert in consumer branding, explains why the adverts have come to hold such strong appeal.

“Christmas is all about traditions — like decorating the tree, exchanging gifts, and gathering with family for a holiday meal," Dr Gottschalk said.

“John Lewis has achieved something remarkable by creating its own tradition with the annual Christmas adverts. Much like the switching on of Christmas lights, the ad’s release has become an event unto itself, with many people eagerly waiting for it to mark the start of the holiday season.

“This year's advert perfectly encapsulates what John Lewis aims to deliver each year. It tells a heart-warming story about kindness, love, and the magic of Christmas, which are universal themes that resonate with everyone. High production quality and memorable music choices further add to their impact.

“These annual advertisements also aim to infuse the brand with emotion. With John Lewis already enjoying high brand awareness, it does not need to focus on explaining the brand or its offerings. Instead, its relatable, feel-good stories create a strong emotional connection with the audience and reflect the values John Lewis seeks to communicate, such as caring, generosity, and family. This can help maintain customer loyalty during the holiday shopping season."

John Lewis has also sought to further brand awareness through sales of merchandise featuring protagonists of its adverts. Dr Gottschalk explained the risks and rewards of such a strategy.

“In recent years, the adverts have also expanded into merchandise like toys and Christmas decorations that are inspired by the characters and themes," she continued.

"Sometimes there is a risk that too much merchandise could dilute the advert’s original appeal. If it feels overly commercial, it may undermine the goodwill the ad has built.

“However, this can also deepen the emotional connection and maintain longstanding impact long after an advert’s release.”

All quotes can be attributed to Dr Sabrina Gottschalk, Lecturer in Marketing at Bayes Business School.