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Media Bloggers

Week 6: John Lewis Ad



John Lewis' advert "The gifting hour" shows the story of a woman who, after receiving a magical watch can pause time. She uses this ability to find the perfect gifts for her loved ones, emphasising thoughtfulness and care in gift-giving.

The ad focuses on the joy of giving and the importance of selecting meaningful gifts for loved ones. While John Lewis' products are subtly featured, the narrative centers on the emotional satisfaction of thoughtful gifting rather than a direct product promotion.

"The Gifting Hour" has been praised for its enchanting storyline and emotional aspects - which reinforce John Lewis's reputation for creating memorable Christmas adverts that prioritises sentiment and tradition over product advertising.


The advert has received mixed reactions, some viewers are praising its heartfelt message and nostalgic elements, while others find it confusing and less impactful compared to previous John Lewis Christmas campaigns.

One Instagram user wrote: “My only sister died recently, my first Christmas without her. Great Advert.” Another person said: “I lost my younger sister to cancer this year so this was a very difficult watch.

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