There’s a strong Narnia vibe in the new John Lewis Christmas ad, as the spot’s heroine finds a portal to her past in the back of a John Lewis clothing rack—à la “The Lion, the Witch and the Wardrobe”—and embarks on a gifting journey through her long, loving yet sometimes fraught relationship with her sister.

Saatchi & Saatchi London created the two-minute spot with Riff Raff director Francois Rousselet. It’s a nice mix of emotional, surreal and practical—forgoing the fantastical creatures of past John Lewis spots in favor of dramatizing an actual (if heightened) shopping experience.

Also read: The best holiday ads of 2024

The nostalgia vibes are strong—the scenes from the past are alternately heartrending and silly, with our protagonist energized by her task yet overcome at moments by the visions of a life that used to be. The inventive sets frame many of these visions as hallucinations, but the feelings are always real—which is the point of any holiday commercial, however treacly.

As always for John Lewis Christmas ads, the soundtrack is also key. In this case, it’s the 2021 Richard Ashcroft track “Sonnet” from his Acoustic Hymns Vol. 1 album.

The company is extending the musical portion of the campaign to a clever TikTok contest where the public are asked to create their own versions of the song. The winner will have their soundtrack added to the spot for a special Christmas Day airing.

Richard Ashcroft | Photo credit: Dean Chalkney

“Whether your style is pop, indie, country or R&B, we can’t wait to hear your take on ‘Sonnet,’” said Charlotte Lock, customer director for John Lewis.

Franki Goodwin, chief creative officer at Saatchi & Saatchi, called the spot “both grown-up and childlike at the same time.” She added: F“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.”

More Creativity coverage from Ad Age:

• See this week’s top 5 campaigns.
• Everything brands did for Halloween this year.
• Browse our daily Creativity roundups.
• Director Lauren Greenfield on teens and toxic social media.
• The best ads of 2024 (so far).

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