In a dramatic departure from tradition, John Lewis has announced their 2024 Christmas advert will feature an original composition by Grammy-winning artist Labrinth, rather than the customary cover version that has defined their festive campaigns for years.
The End of an Era for Christmas Covers
The retail giant has built its reputation on emotionally charged Christmas advertisements set to reimagined classic songs, with previous campaigns featuring slowed-down covers of everyone from The Beatles to Elton John. This year marks a significant strategic shift that's set to redefine the brand's approach to festive marketing.
"We felt this was the year to do something completely different," a John Lewis spokesperson revealed. "Labrinth has created something truly magical that captures the emotion of our story in a way only an original composition could."
Why Labrinth Represents the Perfect Choice
The British musician, whose real name is Timothy McKenzie, brings impressive credentials to the project. Best known for his work on the Euphoria soundtrack and collaborations with superstars including Beyoncé and Rihanna, Labrinth's unique sound blends electronic elements with soulful vocals - creating the perfect emotional landscape for what promises to be John Lewis's most heartfelt campaign to date.
What We Know About the 2024 Campaign
While details remain tightly under wraps, insiders suggest the advert will tell a "deeply personal story about connection and the magic of small moments" during the festive season. The decision to commission original music suggests John Lewis is investing more heavily than ever in creating a unique emotional experience for viewers.
The partnership continues John Lewis's tradition of supporting British talent, following in the footsteps of previous collaborators such as Lily Allen, Ellie Goulding, and Celeste.
The Evolution of Christmas Advertising
This strategic shift comes as retailers face increasing pressure to stand out during the competitive festive period. By moving away from the cover formula that competitors have increasingly adopted, John Lewis positions itself once again as an innovator in seasonal marketing.
The full advertisement and Labrinth's accompanying track will launch in early November, beginning the countdown to what promises to be the most talked-about Christmas campaign of 2024.
