Retailer, John Lewis, has unveiled its latest Christmas ad as the group begins to take on a record 12,500 seasonal workers to staff its stores and distribution network, including at John Lewis Cheadle and Waitrose supermarkets in the borough.
The roles, comprising those in Waitrose and John Lewis shops as well as its distribution network, will provide support during the Partnership’s ‘golden quarter’ – with the build up to Black Friday and Christmas, as well as January’s John Lewis Winter Sale, marking its biggest trading period of the year. This year’s festive recruitment efforts will create 4,100 more seasonal posts compared to last year as customer numbers hit record highs, with John Lewis Cheadle the nation’s third best-performing of the brand’s 34 stores.
Helping to drive sales, John Lewis has unveiled its latest Christmas advert, now a key TV fixture in the run up to the festive season. Titled “The Gifting Hour” and created by multinational ad agency Saatchi & Saatchi, this year’s campaign sees the retailers flagship Oxford Street store take a shopper on Narnia-like exploration of her memories as she looks for a last-minute gift for her sister, ending with the strapline: “The secret to finding the perfect gift? Knowing where to look.”
Alongside the advert, John Lewis has also partnered with social media platform TikTok; former Verve frontman, Richard Ashcroft, whose song Sonnet features in the ad; and record label BMG to launch a competition in aid of the retailer’s Building Happier Futures programme.
Aspiring artists are being encouraged to share their takes on the song on the short-form video platform with the winning cover invited to record their own version. The winning artist will see their version of Sonnet feature in a special Christmas Day airing of the advert, and be officially released for sale, with all proceeds going to support the John Lewis Partnership’s programme to support care-experienced people nationwide.
John Lewis customer director Charlotte Lock 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.”
Franki Goodwin, chief creative officer at Saatchi & Saatchi, said:
“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.
“The Gifting Hour is a glorious visual and emotional feast which is both grown-up and childlike at the same time.
“Our chosen track, Richard Ashcroft’s Sonnet, is a memory for anyone who grew up in the 90s, and the fact we’ve not chosen a cover version really leans into the nostalgia.
“We are delighted, however, to invite the nation to cover the track for Christmas Day, in a wonderful twist on the magic John Lewis formula.”
Seasonal shop roles at John Lewis Cheadle and stores nationwide are live via the John Lewis Partnership’s careers website, while temporary Christmas roles within the group’s supply chain and distribution network are being handled by agency recruitment partners.
