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Why the John Lewis Christmas advert gets us every year

Marie-Claire Dorking
·Contributor
Updated ·5-min read

Watch: The John Lewis Christmas advert is here

The John Lewis advert has dropped and while it's not a tear-jerker like previous campaigns, it’s still left us feeling warm and fuzzy.

The highly anticipated advert, titled The Gifting Hour, tells the sentimental tale of a woman frantically searching for a last-minute present for her sister.

The ad opens with the heroine, Sally, running into the retailer’s Oxford Street flagship store, the first time a John Lewis store has appeared in its Christmas ad, 15 minutes before closing time.

Walking through a rack of dresses, she steps into the attic of her family home, Narnia-style, and we see her go on a nostalgic journey through her childhood as she searches for the right present.

Returning to reality, Sally meets her sister outside the store with her gift, and as they walk away her sister is reflected in the John Lewis window as the child from her memories.

A still from this year's John Lewis Christmas advert. (John Lewis/PA)
A still from this year's John Lewis Christmas advert. (John Lewis/PA)

In a departure from previous John Lewis ads, which often feature hauntingly performed covers, Richard Ashcroft, the former Verve frontman, provides the soundtrack with his song Sonnet from his Acoustic Hymns album.

This year’s offering still has its fair share of tug-on-the-heart strings, seasonal magic as it aims to tap into the sentiment surrounding sibling love.

"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," says Franki Goodwin, chief creative officer at Saatchi & Saatchi, who made the advert.

And it’s that nostalgic sentiment we feel at this time of the year, which is one of the six psychologist-backed reasons the John Lewis adverts get us every year.

Still from John Lewis Christmas ad. (John Lewis/PA)
This year's advert taps into the sentiment of sibling love. (John Lewis/PA)

John Lewis is particularly effective at capturing the zeitgeist with its storytelling, and inevitably offers something to tug on the heart strings.

"Perhaps it connects us with an experience we have loved in the past, perhaps it triggers exciting thoughts of what is to come, or perhaps it just makes us feel warm inside," Dr Audrey Tang, chartered psychologist and author of The Leader’s Guide to Resilience (Pearson, £14.99) previously told Yahoo UK.

"Sentiment enables us to focus on feelings rather than thoughts, and in a world that is often dominated with rationale and reason, it is nice to have the opportunity to sit for a moment with our feelings…especially when they are positive ones."

According to Dr Tang some people see the launch of the John Lewis advert as the unofficial start of the festive season.

"Somewhat akin to the Coca Cola ad, and the Schools Out in summer, there are some adverts which almost denote the time of year," she explains.

"For those of us who ask whether November 14 is too early to put up the Christmas decorations, others will often mark the start of the festive season by seeing the John Lewis ad on TV…almost as if it gives us permission to begin our celebrations."

John Lewis Christmas advert still. (John Lewis/PA)
The advert features a John Lewis store for the first time. (John Lewis/PA)

According to Dr Tang it is through watching others that we can understand, feel and experience something outside ourselves.

"Heartwarming viewing enables us a sense of escapism just for a moment, and an advert is not as long as a film so we don't need to commit much of our time," she explains.

Part of the success of the John Lewis adverts has to be attributed to the feeling of watching, then forming an opinion on something everyone is talking about.

"Alfred Schutz said that relationships with others are as important to human existence as food and water," explains Dr Tang. "And a sense of inclusion of at least knowing the current trend or talking point often gives our self esteem (often measured in comparison with others) a boost."

The John Lewis Christmas advert evokes all sorts of nostalgic emotions according to experts. (Getty Images)
The John Lewis Christmas advert evokes all sorts of nostalgic emotions according to experts. (Getty Images)

The John Lewis Christmas campaign is one which, by reputation or certainly perception, spares little expense.

"They often have had world renowned artists singing the soundtrack, (Richard Ashcroft this year, Andrea Bocelli last year) and the end product is generally one which has been crafted like a movie," Dr Tang explains. "We anticipate we are going to enjoy it and anticipation in itself can be very positively stimulating for the brain."

The storytelling of the John Lewis ad often has a message to impart, and according to Dr Tang that can be a lovely starting point for discussion on the positive behaviours in life.

"Every culture has passed down stories over the years, whether to scare or even 'guilt trip' others into certain behaviours, or away from them; or to teach valuable lessons which can be used to navigate life’s ups and downs."  

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