The British chain of large John Lewis has launched his christmas advertisement, after paving the way with two previous advertising pieces, “The Window” and “Give Knowingly”. This year the company has given a twist to its communication, with the help of the agency Saatchi & Saatchi, and has put the focus on the product and the gift season.

Thus, it has presented “The Gifting Hour”, produced by Riff Raff, which chronicles Sally’s tireless search for the perfect gift for her sister. A quest that, as if it were Narnia, takes her through a closet on a journey through time that emotionally highlights the relationship between the sisters. The spot closes with the message: The secret to finding the perfect gift? Know where to look.”

The company thus completes a Christmas trilogy that it has been building since last September. first with “The Window”with which he communicated the return of the claim “Never Knowingly Undersold”; and then with “Give Knowingly”. In all three he has proposed temporary trips and retrospectives that have paid special attention to the commercial aspect of Christmas, first focusing the speech on a shop window and then on a sweater.

This contrasts with the communication that John Lewis has created over the last few years, which He was betting on a higher and more strategic discourse and not so tactical. Next to Adam&Eve DDB Over the last few years it has broadcast advertisements with a notable emotional charge that have addressed Christmas values.

Along with the announcement, the brand has launched a contest via TikTok. Look for whoever does the best version of the ad song, “Sonnet,” by singer Richard Ashcroft. The winner will be chosen by the artist and a jury, and will record the version, which will air in a special version of the advert for Christmas Day. You will also receive other prizes, such as a voucher for £3,000 worth of purchases at John Lewis.