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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.
There are surreal elements in the film, directed by famed music video and commercial director Francois Rousselet, as the woman recalls moments with her sister through the lens of childhood and adolescence.
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