John Lewis Christmas Ad Takes a New Turn with Nationwide Talent Search for a Heartfelt Voice
The iconic John Lewis Christmas advert, a much-anticipated holiday tradition in the UK, is set to bring something brand new to viewers this year. For the first time, the department store will launch a nationwide talent search to discover and celebrate Britain’s most moving new voice, with the chosen singer given the chance to perform a featured song for a special screening of the ad on Christmas Day, reported by the Daily Mail.
The collaboration will see singer Richard Ashcroft, famed for hits like Bittersweet Symphony, join this festive venture. Ashcroft’s song Sonnet, reimagined in an acoustic version on his 2021 album Acoustic Hymns Vol. 1, will be the musical heart of the ad, with one lucky competition winner selected to cover the track. John Lewis, Ashcroft, and his record label BMG will lead the talent search, aiming to find “the perfect voice they’re dreaming of this Christmas.”
The winner will have the opportunity to record their unique take on Sonnet, which will air in the advert’s Christmas Day screening. Beyond this, John Lewis promises to reward the chosen vocalist with an array of prizes: a professional recording session with a top music producer, the release of their single by BMG with proceeds going to charity, tickets to Ashcroft’s 2025 show, and a £3,000 John Lewis shopping spree, according to the Guardian.
The new advert, already filmed, tells the story of a woman on a frantic search for the perfect Christmas gift for her sister. As she scours the store in the final moments before closing, the strains of Sonnet underscore the message: “The secret to finding the perfect gift? Knowing where to look.”
John Lewis Customer Director Charlotte Lock commented, “The secret to finding the perfect gift is knowing where to look. Our ad heroes the thoughtful gift-giver and celebrates ‘the gifting hour,’ that moment when you dive a little deeper to find something truly meaningful for those you love. For the first time, our stores play a starring role in the ad, as they are the heart of our brand and the ritual of Christmas shopping.”
Lock added that this year’s ad “features an original song rather than a cover track, and we’re offering the nation the chance to put their own stamp on it and become the ultimate cover star.” She encouraged participants of all musical styles, saying, “Whether your style is pop, indie, country, or R&B, we can’t wait to hear your take on Sonnet.”
Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, added, “We’ve all been there—time’s running out, and you’re still looking for the perfect gift for someone impossible to shop for. Our ad’s heroine dives into memories as she hunts for that special gift. This is a glorious visual and emotional feast, and we’re thrilled to invite the nation to reinterpret Sonnet in a twist on the John Lewis magic.”