John Lewis Christmas advert in huge first after major decision

A scene from the 2024 John Lewis Christmas advert (Image: JOHN LEWIS)

The John Lewis annual Christmas advert is always a big deal - but now, in a radical shake-up, the department store is set to try out something that's never been done before.

The department store is conducting a nationwide search to find and celebrate Britain's most poignant new voice. Singer Richard Ashcroft, famous for 1990s hits like 'Bittersweet Symphony' and a confirmed support act for Oasis on tour next year, will join the new venture.

His song Sonnet, which appeared in a new acoustic format on his 2021 album Acoustic Hymns Vol 1, will be covered by one lucky competition winner, who will be chosen to sing it in a special screening of the ad. John Lewis, Richard, and his record label BMG will host a nationwide talent search to find the perfect voice they're dreaming of this Christmas.

The one deemed to have an extra-special gift will share it with the nation when they record their own unique version of Sonnet. It'll appear on a Christmas Day screening of the ad - and John Lewis plans to give back to the winner who blesses Britain with the gift of their voice.

They'll be offered a professional recording session with a top music producer, their own single released by BMG, with proceeds to be donated to charity, and tickets to a show on Richard Ashcroft's 2025 show. Last but not least, they'll be treated to a £3,000 John Lewis shopping spree.

READ MORE: Everything we know about the John Lewis Christmas advert 2024 so far [LATEST]

Richard Ashcroft's song Sonnet will appear in a new Christmas advert (Image: GETTY)

The ad has already been created, depicting a woman desperate to find the perfect Christmas gift for her sister at the eleventh hour.

As she races against the clock to fulfil her heart's desires, 'Sonnet' rings out, and the ad encourages: "The secret to finding the perfect gift? Knowing where to look."

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John Lewis Customer Director Charlotte Lock insists: "“The secret to finding the perfect gift is knowing where to look. 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."

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She adds: "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.

"Whether your style is pop, indie, country or R&B - we can’t wait to hear your take on Sonnet.”

Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi also chimed in to say: "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."

The nationwide talent search will begin on November 15 on TikTok via a branded effect on the John Lewis page, with the hashtag #MySonnet.

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