British retailer John Lewis’ Christmas ad, long considered the unofficial start of the holiday season in the U.K., goes in a different direction this year by depicting an everyday, familial kind of festive magic.
On Thursday (Nov. 14), John Lewis released “The Gifting Hour,” the second Christmas campaign by agency Saatchi & Saatchi, which took over the account from adam&eveDDB in 2023.
The nostalgic ad is a tale of two sisters. When a woman visits a John Lewis store in a frantic search for a last-minute Christmas gift for her sister, she stumbles through a magical portal that takes her on a journey through memories of the siblings.
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