# Heartfelt Christmas Campaigns John Lewis Presents the Festive Gifting House Campaign By Amy Duong | Published 2024-11-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/gifting-hour References: [youtube](https://www.youtube.com/watch?v=55ghIHTaRzM) & [community.designtaxi](https://community.designtaxi.com/topic/6255-john-lewis-heartfelt-christmas-ad-sparks-mixed-reactions-and-confusion/)  John Lewis introduces [a heartfelt new](https://www.trendhunter.com/trends/the-power-of-wishes) [Christmas campaign](https://www.trendhunter.com/trends/whoknewville) dubbed the Gifting Hour. The marketing campaign follows a character named Sally who is a young woman looking for a gift for her sister Lauren in John Lewis before the store closes in 15 minutes. The search takes her through a magic portal which leads her to their childhood home's attic. She goes through a nostalgic experience as she relives precious moments with her sister. It then takes a more emotional change when Sally comes along with their late mother. She shares a deep and festive moment as the music creates a more emotional pull with an acoustic version of Sonnet by The Verve performed by Richard Ashcroft. Image Credit: John Lewis ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 73% | Activity: 84% | Freshness: 31% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Emotionally-driven Marketing:** Creating campaigns that evoke deep emotional connections could significantly increase consumer engagement and brand loyalty. - **Nostalgia-inspired Advertising:** Leveraging nostalgic elements in advertising can appeal to consumers' sentimental values, driving a more profound connection with the brand. - **Storytelling in Holiday Campaigns:** Incorporating compelling storytelling into holiday marketing strategies can elevate a brand's seasonal visibility and resonance with its audience. ### Who This Affects Most - **Retail:** Retailers can benefit from emotionally engaging campaigns to enhance customer retention and holiday shopping experiences. - **Media and Entertainment:** The media and entertainment industry can exploit nostalgia and storytelling in content creation to captivate audiences. - **Advertising:** Advertising firms can develop more targeted and resonant campaigns by tapping into emotional and nostalgic storytelling techniques. ## Related on Trend Hunter - [Emotional Holiday Campaigns](https://www.trendhunter.com/trends/john-lewis-2025.md) - [Festive Carnivorous Plant Ads](https://www.trendhunter.com/trends/snapper-the-perfect-tree.md) - [Sentimental Holiday Ad Campaigns](https://www.trendhunter.com/trends/joy-is-made.md) - [Charming Christmas Advertisements](https://www.trendhunter.com/trends/sainsburys-christmas-ad.md) - [Family-Honoring Festive Campaigns](https://www.trendhunter.com/trends/family-campaign-1.md) - [Iconic Character-Inspired Campaigns](https://www.trendhunter.com/trends/etsys-christmas-ad.md) - [Christmas Retail Delivery Campaigns](https://www.trendhunter.com/trends/debenhams-delivered-campaign.md) - [Christmasy Customer-Rewarding Retailer Campaigns](https://www.trendhunter.com/trends/one-stop-2025-christmas-campaign.md) - [Festive Metaverse Shops](https://www.trendhunter.com/trends/virtual-john-lewis.md)