John Lewis Christmas advert is branded ‘complicated’ and ‘chaotic’ by viewers – as some declare there’s ‘no actual storyline’

John Lewis‘s Christmas advert has been labelled ‘confusing’ and ‘chaotic’ by some unimpressed viewers.

The British retailer finally unveiled its hotly-anticipated festive commercial today – transporting viewers on a magical journey that follows a sister’s emotional quest for the perfect Christmas gift.

But the heartwarming ad, which was launched on social media this morning and will be released on TV on Friday, has come under fire for ‘having no real storyline’ and leaving some fans ‘confused’.

‘The new John Lewis advert… does anyone get it? Is it her sister? What’s the gift?’ one person asked online. 

During the advert, Sally (played by Margaret Clunie) races into John Lewis’ Oxford Street flagship store just before closing time after leaving it a little late to find the right present for her sibling.

In a The Lion, the Witch and the Wardrobe-inspired moment, she falls through a rack of dresses and enters a fantastical world, stumbling out of an old wardrobe in the attic of her childhood home.

From there, she undertakes a whimsical journey through her memories as she urgently searches for the best gift for her beloved sister. In one particularly tear-jerking scene, Sally comes across her late mother and shares a brief festive moment with her. 

However, not everyone was impressed by this year’s festive offering from John Lewis, with some viewers branding it ‘confusing’.

‘The John Lewis Christmas Advert is so underwhelming this year! It just felt chaotic,’ another person said, while someone else wrote: ‘The new John Lewis Christmas advert is pretty chaotic isn’t it? I get it, but it’s chaotic.’

But for some fans, the advert brought them to tears, with one person admitting on Instagram: ‘I love it – best ad in years, and what a soundtrack.

‘No but why am I crying,’ another person added, while a third said: ‘Wonderful ad. Sat here in floods of tears. Well done John Lewis, a return to form. Thank you.’

But for some viewers, the female lead characters left them questioning ‘where the men were’ in the advert. 

One person wrote on X: ‘Just seen the John Lewis Xmas advert – seems that men don’t exist in their world.’

‘Where’s the men and boys?’ asked another individual, while a third added: ‘What the F***… Where are the men??’

But other viewers – particularly women – were quick to hit back at the comments from disgruntled men. 

One person said: ‘In my world men don’t do gift buying at Christmas, it’s mainly a woman thing,’ while a second explained: ‘Women are their main demographic.’

A third individual wrote: ‘The John Lewis ad is great, all the men are down the pub, as it should be.’ 

Another said: ‘Loving that there’s a load of men crying because the John Lewis ad doesn’t have any men in it. Get a grip, my god!’

In a first for the brand, a John Lewis store takes a starring role in the campaign, while singer-songwriter Richard Ashcroft provides the emotive soundtrack with his ballad, Sonnet.

Unlike other years, the British retailer has decided to forgo creating a cover song for the two-minute clip and is instead offering the general public the chance to become the next John Lewis cover star.

On November 15, a nationwide search for aspiring musicians to cover Ashcroft’s melody will be launched and the winner’s version will be released on TV on Christmas Day. 

The two-minute TV advert, created by Saatchi & Saatchi and the third in the trilogy this season, celebrates the search for the perfect gift through the wisdom of John Lewis’ customers and the breadth of offering in its stores. 

It begins with the heroine, Sally, rushing into the store to find her sister a present – only to fall through a rack of dresses and begin a magical journey through her memories.

She’s greeted by a younger version of her sister, who helps her find the perfect present along the way as she revisits different scenes from her life – including the amusing moment her sibling, now older, is about to give birth to a baby boy. 

Sally also breaks out into an argument with a teenager version of her sister over the borrowing of a top, in another nostalgic part of the advert. 

But before she realises what the perfect gift is, she is confronted by her sister and her late mother enjoying a festive scene in their kitchen. Sally tears up as she admits she ‘can’t’ join them.

Thankfully, the advert is equally filled with light-hearted moments – including the two sisters enjoying a skate around an ice rink before breaking into laughter as they fall onto a sofa.

Transported to a living room, Sally is told by the childhood version of her sibling what the perfect gift would be before she returns to the store and back to reality.

Having found the best present, with it ready and wrapped, Sally then heads outside and has a special moment with her sister who will be the gift’s recipient.

As they walk away we see her sister reflected in the John Lewis window as the child from her memories. 

The ad – titled The Gifting Hour – ends with the strapline: ‘The secret to finding the perfect gift? Knowing where to look.’

In a departure from previous John Lewis ads that have often featured covers, Richard Ashcroft, the former Verve frontman who is supporting Oasis on their upcoming tour, provides the soundtrack with the song Sonnet from his Acoustic Hymns Album.

This year, the retailer is holding a competition on TikTok to find an aspiring artist to cover the song, with the help of Ashcroft and record label BMG.

The winner will record their own version of Sonnet, which will feature in a special Christmas Day airing of the ad on TV, and the track will be officially released by BMG.

All proceeds from the winning single – chosen by Ashcroft and a panel of independent judges – will go to the John Lewis Partnership’s Building Happier Futures programme, which helps ‘care-experienced’ people. 

The winner will receive a professional recording session with a top producer, their cover single released by BMG, a £3,000 John Lewis shopping spree, and tickets to a Ashcroft headline show in 2025. 

Earlier ads in the campaign hinted at John Lewis’ Christmas advert, with a ‘through the decades’ style centred on its recently-revived Never Knowingly Undersold price pledge.

John Lewis brought back the pledge in September in a major U-turn after ditching the commitment two years ago over concerns it was less relevant to shoppers.

The employee-owned business has already hailed a strong start to Christmas trading, announcing last month that sales from its Christmas shop were up 18% year on year. 

Charlotte Lock, Customer Director for John Lewis, said: ‘Our ad heroes the thoughtful gift-giver and celebrates ‘the gifting hour’, the moment when you go a little deeper in your heart and in our stores to find something really special and meaningful for the ones you love. 

‘Our shops are the beating heart of our brand and our customers love the ritual of Christmas shopping there – so we wanted to give the store a starring role in our ad for the first time.

‘This year the John Lewis Christmas advert 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. 

‘So 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, said: ‘We’ve all been there – time’s running out, and you’re still looking for the perfect gift for someone in your life who’s impossible to shop for. 

‘That’s why I believe viewers will truly connect with our heroine – as she dives into a rack of dresses, exploring her memories in search of that special gift.

‘The Gifting Hour is a glorious visual and emotional feast which is both grown-up and childlike at the same time. 

‘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. 

‘We are delighted, however, to invite the nation to cover the track for Christmas day, in a wonderful twist on the magic John Lewis formula.’