The new John Lewis Christmas Ad 2024 called “The Gifting Hour” tries to mix some magic of Narnia with the reality of buying a gift at the last minute. The problem with mixing reality and magic in 60 seconds is you end up with a bit of a mess. Starting off in a store won’t draw anyone into the ad. Too dull. Those who glance at the TV from afar will miss the escape element. The scenes flutter too quickly to suck you in. The meandering storyline is confusing. Is she the mom or the sister? Even the song doesn’t draw in the viewers emotionally. There is not enough magic to work on YouTube or social media. It won’t draw 20 million people in the first week. Sadly, this John Lewis Christmas Ad 2024 feels like a typical ad we could see from anyone.
I’m rating this new John Lewis Christmas Ad 2024 as a 5.5/10.
John Lewis Christmas Ad 2024 - The Gifting Hour
How does John Lewis Christmas Ad 2024 stack up to the ABCs of Advertising - Attention, Brand Link, Communication, Stickiness
As a marketer, I look at four critical elements of advertising. Is it the creative idea that earns the consumer’s attention for the ad? Does the creative idea help to drive maximum brand link? Is the creative idea setting up the communication of the leading consumer benefit? Is the creative idea memorable enough to stick in the consumer’s mind and move them to purchase?
- Attention – Low – Nothing will draw the consumer in. The opening shot of the store is rather dull and might even push consumers away.
- Brand Link – Low – No creative assets point back to John Lewis. It could be any retailer.
- Communication – Low – There is too much confusion. And not enough communication of how or why John Lewis makes for a great place to get a special gift.
- Stickiness – Low – I don’t see much of a creative idea. There is insufficient emotion to bring people back to the ad or share it with their friends.
Maybe my 5.5/10 rating for the John Lewis Christmas Ad 2024 was too generous.
After 15 years, it's rather sad to say that the John Lewis Christmas ads look like one big messy ball of confusion
Over the last 15 years, John Lewis Christmas ads have been all over the map, from trying to tell a story with a moral principle to a bouncing dog. In the face of the pressure to produce a great Christmas ad each year, they’ve even replaced their agency. As a marketer, it is frustrating. What is the role of the Christmas ad for John Lewis? Is it to create an emotional pull? Is it to sell products during the holiday season? There are no identifiable storylines or identifiable brand assets we can point to. No creative or brand assets.
There has been hysteria and anticipation for the John Lewis Christmas ad for over a decade, but that will die if they fail to deliver. People will start looking elsewhere. During the amazing John Lewis advertising era, they could link advertising with 5-8% sales growth.
What are your top 3 John Lewis Christmas ads? My top 3 favorites are 2011, 2010, and 2015.
John Lewis Christmas Ads - Pick your favorite
2023 - Growing a Snapper
The John Lewis Christmas ad 2023 is a bit of a dud. A disappointing 5.5/10. It’s ok. The story didn’t work for me. And, I was left wanting more. The story’s moral tries to shine through as “it’s ok to be different,” but I was stuck with “they rejected different.” My first impression is that the story is confusing. It doesn’t have enough heart-warming tugs at the heartstrings. It won’t make the top 5 or even the top 10 of the John Lewis Christmas ads.
2022 - Skateboard Park
The new John Lewis Christmas ad for 2022 is out! While it feels like a lovely story, I’ve seen this ad before. And, the other brand, Allegro of Poland, delivered the same idea much better. I don’t hate it or love it. Feels like a nice, safe ad. I’ll give it a 6.0 out of 10.
Allegro did a better job with the same idea
Allegro, a Polish website, had a much better version of this idea. The ending is very heartwarming. It has millions of views so far, and there will be lots of tears. To read more about using humor in your ads, click on this link: Ads with humor.
2021 - Alien Spaceship
The new John Lewis Christmas ad for 2021 is out and feels very safe with a predictable story about an alien spaceship landing in the forest. I don’t hate it or love it. That’s what happens with a safe ad. I’ll give this year’s ad a 6.0 out of 10. Have a look below.
2020 - Give a Little
John Lewis Christmas ad reignites the magic of John Lewis, similar to how 2011 introduced the idea of giving. We see a simple meandering storyline with small little ways to give a little love. The moral of the story is we can all do our part, a message we have heard many times in 2020. Yet, they do so without overt Covid talk. It will do well, but maybe in a more subtle way than the best John Lewis Christmas ads of the past. Not quite goosebumps, tears or magic. Overall, an 7.5/10.
2019 - Edgar the Dragon
Last year’s John Lewis Christmas ad introduced a cute fire-wielding dragon named Edgar, who kept burning everything with his flames, until they find a better use for his talents. The simple moral of the story is we all have our strengths. It scores high on the cuteness factor, but low on being different enough to breakthrough, and lower on creating magic for the season, with no tears or goosebumps. It is ok, a bit safe, but not be one of the Christmas ads that are talked about for years. Overall, a solid 7/10. I wish it was higher.
2018 - Elton John
This ad is a 9 if it was for an Elton John movie coming out. However, it’s only a 6 for a John Lewis Christmas ad. Yes, it’s enjoyable. Warm. Good story telling. It’s good but not great. Sadly, Elton won’t save Christmas for the John Lewis stores. The idea of “borrowed equity” is where you take something well-known in the marketplace and try to link it to your brand communication. It rarely works.
Using a song to tell your story is fine, but never let the story get in the way of your brand. In this case, the Elton John equity overwhelms the John Lewis brand and the power of Christmas. It becomes a great Elton John ad, not a great John Lewis ad. When I see brands use “borrowed equity,” it usually means they find their own brand too dull. Look at the 2011 ad below, and tell me if it is boring. Alternatively, did the people at John Lewis get bored with your own brand?
To read about how to find ads that capture attention, click on this hyperlink: Attention-getting ads
2017 - Moz the Monster
This John Lewis Christmas ad was extremely safe. Likely the last few years, they hve bounced around quite a bit, struggling to nail down a spot that delivered on the formula of 2009 to 2012 when they were pure magic. To me, the ad is OK, but not great. It’s cute, but not brilliant. This ad falls a little flat, compared to previous ads. It has a monster, which feels like a cross between Monsters Inc. and the Monty the Penguin they did a few years ago.
2016 - Buster the Boxer
Pretty simple story. Kid likes to bounce on things. Dad builds a trampoline. Animals come out and bounce on it. Dog sees them and is jealous. Dog bounces on the trampoline before the kid gets to it. Kid disappointed? Mom and Dad disappointed? No one seems happy. But a dog on a video gets tons of views.
2015 - Man on the Moon
This spot was great on story telling, but it might have gone overboard on sad. I truly loved it. My second favorite John Lewis Christmas ad next to the 2011 spot.
Yes, the man on the moon is a metaphor (sorry, there really isn’t a man on the moon) for reaching out and giving someone a gift. For me, this ad quickly reminds me of when my own kids are on the phone or FaceTime with my mom. There is a certain magic in the innocence and simplicity when the very young talk with older people. They both seem to get it, maybe sometimes more than the in-between ages where the innocence of Christmas is lost within their busy schedules. To read about ads that stick, click on this hyperlink: Ads that stick.
2014 - Monty the Penguin
Pretty simple John Lewis Christmas ad, a little similar to the 2017 spot. The imaginary penguin becomes his best friend, and in the end, he gets a penguin toy for Christmas. In 2017, the imaginary monster becomes his best friend and the monster gives him a toy so he won’t be scared at night. Pretty damn safe. Seems to be targeting younger moms and their toddlers. 7/10.
2013 - The Bear and the Hare
This ad a bit of a departure, going to animation and utilizing on-line and in-store media. This campaign seems trying too hard to capitalize on their success. Doesn’t feel like a fit for the depth of story-telling of the 2010 or 2011. I get the sense they felt they were too dark on tone in 2012, so they went very light in 2013.
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2012 - The Snowman
The “snowman” ad went a bit too dark for me with missed the tone feeling like a slight miss for John Lewis. I felt they were trying too hard. Maybe feeling the pressure to keep the campaign alive by being different when really the consumer just wants the “familiar-John-Lewis-magic” each year.
2011 - Counting Down The Days
This is my favorite John Lewis Christmas ad. It tells the story very emotionally and communicates the art of giving, which is what the season should be about. To read more about emotional advertising, click this hyperlink: Emotional Ads
2010 - Your song
This Christmas ad is also a great one from 2010. The storytelling improved over the 2009 spot, and Ellie Goulding’s cover of “Your Song” is incredible. The multiple stories throughout the spot give it that “Love Actually” quality. To read about ads communicating the main message, click on this hyperlink: Ads that communicate.
2009 - Sweet Child of Mine
This John Lewis Christmas ad was the starting point for the great advertising would do. Engaging video story-telling with a soft cover of a classic song. These would become the trademark of the great John Lewis ads over the next few years.
John Lewis Non-Christmas ad from 2010
I love this ad as it demonstrates the moments of life. Many times, I use this ad to talk about the moments of accelerated needs when the consumer is more open to engaging in changing their brands. Something in the John Lewis Christmas Ad 2024 could be related to the consumer’s life.
