People are saying John Lewis’ Christmas ad is their ‘best in years’

'This one nails it'

For many, the arrival of the festive John Lewis advert is one of the first major signposts that Christmas is looming.

And whilst the department store may struggle to ever hit the same heights as it did with The Bear and the Hare, Monty the Penguin and The Long Wait - 2012's The Journey was a personal favourite, with the snowman - it seems they can still create a pretty damn good Christmas ad.

Their 2024 offering was released this morning, and is called The Gifting Hour. The ad follows a woman as she takes a time-travelling trip to try and work out exactly what to get her younger sister.

You can watch it below.

There are plenty who have reacted positively to the advert, with some claiming it's the best one John Lewis have created in a long time.

Reacting to the ad on X, one person wrote: "John Lewis Christmas ad - I've not gone really bought into it over the past few years but think this one nails it."

Another said: "Good advert. Best one for a few years. Felt Christmassy again."

Someone else commented: "Damn you John Lewis, you just made me cry and it's not even 10am - and it's definitely not even Christmas yet."

A third commented: "I love it! I have 2 daughters and hope they care enough about each other to hold all these lovely memories about each other. Thank you!"

"Omg - you’ve just won best Xmas ad - so many memories," someone else added.

A fifth said: "It's a return to form for John Lewis. It's got faults which people are pointing out, but it is far better than recent ones."

One of the pillars of a strong John Lewis Christmas ad is always the song. This year, Richard Ashcroft provided the track for the advert, with an acoustic rendition of The Verve's 1998 single 'Sonnet.'

Praising the music choice, one person said: "Great advert again, and yes it made me cry. Love that song. Well done."

Someone else said: "Well, I like the John Lewis ad. Purely because it features my all time favourite song."

So, let this be your first warning - the John Lewis Christmas ad has arrived, and Christmas is approaching.

It might not be a bad idea to start thinking about that Christmas shopping...