John Lewis Christmas 2024 advert ‘brings back The X Factor’ with a twist

Dare we say it… but December 25 is just around the corner which means ’tis the season for Christmas TV adverts.

We’ve already had festive clips from the likes of Tesco with their absolute tearjerker, Agent Provocateur and their ranchy offering, and Asda, which has enlisted the help of a BBC legend.

Now, though, it’s the turn of John Lewis, which is relaunching The X Factor (sort of) with a once-in-a-lifetime opportunity for aspiring musicians to sing their famous cover song.

Tomorrow, the retailer will launch a nationwide search through TikTok for a popstar-in-waiting to put their twist on this year’s song – Sonnet by The Verve frontman Richard Ashcroft. (More details on entering are below).

Aside from giving Simon Cowell a run for his money, the John Lewis Christmas advert answers the ultimate Xmas conundrum: what to buy a loved one when you’ve already bought them everything under the sun.

In the two-minute advert, Sally, like the rest of us, has left it a little late to find the right gift for her sister this year and races into a John Lewis store at closing time. Falling through a rack of dresses, she enters a fantastical world and travels through time.

After stumbling out of the attic of their childhood home, Sally relieves past memories of her sister – as a child, as a moody teenager and as an adult expecting a baby – as she searches for the ultimate present.

After being inspired by their past, Sally then returns to the store – and reality – where she has found the perfect gift, ready and wrapped. Sally then heads outside and has a special moment with her sister.

It ends with the wise strapline (make sure you take note!): ‘The secret to finding the perfect gift? Knowing where to look.’

Charlotte Lock, customer director for John Lewis, said: ‘Our ad heroes the thoughtful gift-giver and celebrates “the gifting hour”, the moment when you go a little deeper in your heart and in our stores to find something really special and meaningful for the ones you love.

‘Our shops are the beating heart of our brand and our customers love the ritual of Christmas shopping there – so we wanted to give the store a starring role in our ad for the first time.

‘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.’

Who sings the John Lewis Christmas 2024 advert song?

The Verve frontman Richard Ashcroft, 53, is behind this year’s John Lewis Christmas advert song.

The ballad in question is his solo song Sonnet, taken from the band’s album Urban Hymns. Written by Richard, it also features on his 2021 album Acoustic Hymns Vol 1.

The best hits LP is a mixture of new versions of songs from the 90s popstar’s back catalogue, spanning both his solo career and his time with the Verve.

The Verve formed at a sixth form in Wigan, Greater Manchester in 1990 and they released their first full-length album, A Storm in Heaven, three years later.

They first achieved commercial success with their 1997 album Urban Hymns which hit the number one spot in the UK charts. Hit singles released from the album include Bittersweet Symphony and Lucky Man.

The Verve split up not long after the release of Urban Hymns but reunited in 2007 to produce number one album Forth – but disbanded again two years later.

Richard is Oasis’s ‘special guest’ for all their UK and Ireland shows in 2025 for their huge reunion tour.

How to enter the John Lewis Christmas 2024 advert competition

To be in the running to be the shop’s next cover star, you need to upload your version of Sonnet via the branded effect on John Lewis’s TikTok page with the hashtag #MySonnet.

Entry to the competition opens on Friday, November 15. The winner will be chosen by Richard and a panel of independent judge.

The winner’s cover will replace Richard’s original song in a special airing of the advert on Christmas Day and will be released by record label BMG.

Proceeds from the winning single will support the John Lewis Partnership’s Building Happier Futures programme, which helps care-experienced people build brighter futures.

John Lewis’s customer director Charlotte said: ‘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.’

What are the prizes for winning the John Lewis Christmas advert 2024?

The winner of John Lewis’s cover competition will not only get to hear their version of Sonnet on the Christmas advert – but will also win a host of other prizes.

They are their cover single being 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.

Run don’t walk!

Who are the previous singers of John Lewis Christmas adverts?